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[{"key": "dc.contributor.advisor", "value": "Laapotti, Tomi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rautiainen, Juha", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-09-02T11:52:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-09-02T11:52:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/82934", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n maisterintutkielman tavoitteena on kuvata kuluttajien parasosiaalista suhdetta sosiaalisen median \nvaikuttajiin ja ymm\u00e4rt\u00e4\u00e4 n\u00e4iden suhteiden merkityksi\u00e4 kuluttajak\u00e4ytt\u00e4ytymiseen.\nSosiaalisen median vaikuttajat ovat merkitt\u00e4vi\u00e4 toimijoita t\u00e4m\u00e4n p\u00e4iv\u00e4n mediamaisemassa, ja heill\u00e4 onkin paljon \nvaltaa ja vastuuta. On t\u00e4rke\u00e4\u00e4, ett\u00e4 tutkimuksen kautta saadaan vaikuttajien yleis\u00f6n \u00e4\u00e4ni kuuluviin ja pyrit\u00e4\u00e4n t\u00e4t\u00e4 \nkautta ymm\u00e4rt\u00e4m\u00e4\u00e4n parasosiaalisia suhteita sosiaalisen median alustoilla paremmin.\nTutkimus toteutettiin laadullisena tutkimuksena. Laadullisen tutkimuksen kautta on mahdollista ymm\u00e4rt\u00e4\u00e4 \nihmisen kokemuksia, n\u00e4kemyksi\u00e4 ja k\u00e4ytt\u00e4ytymist\u00e4 sek\u00e4 lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 erilaisista ilmi\u00f6ist\u00e4. \nTutkimuksen aineisto ker\u00e4ttiin teemahaastatteluilla haastattelemalla viitt\u00e4 18\u201327-vuotiasta suomalaista\nkuluttajaa. Haastatteluista kaksi toteutettiin kasvotusten ja kolme teknologiav\u00e4litteisesti. Aineistoa l\u00e4hestyttiin \nabduktiivisesti ja se analysoitiin laadullisen sis\u00e4ll\u00f6nanalyysin keinoin.\nTutkielman tulokset osoittavat, ett\u00e4 sosiaalisen median vaikuttajat voivat olla virtuaalisia yst\u00e4vi\u00e4, joilta haetaan \nomaan el\u00e4m\u00e4\u00e4n, esimerkiksi inspiraatiota el\u00e4m\u00e4ntyyliin ja pukeutumiseen, mutta yht\u00e4 lailla heid\u00e4n sis\u00e4lt\u00f6jen \nparissa halutaan rentoutua p\u00e4iv\u00e4n p\u00e4\u00e4tteeksi. Erityisesti vaikuttajat, jotka koettiin samankaltaiseksi itsens\u00e4 kanssa \nja joita oli seurattu pidemm\u00e4n aikaa, olivat merkitt\u00e4vi\u00e4 haastateltavien kuluttajak\u00e4ytt\u00e4ytymisen kannalta. \nVaikka sosiaalinen media on h\u00e4m\u00e4rt\u00e4nyt interpersonaalisten suhteiden ja parasosiaalisten suhteiden rajoja kokivat\nt\u00e4m\u00e4n tutkimuksen haastateltavat oman suhteensa vaikuttajiin kuitenkin varsin yksipuoliseksi. Haastateltavat \neiv\u00e4t, esimerkiksi kokeneet tarvetta olla vuorovaikutuksessa vaikuttajien kanssa ja t\u00e4lt\u00e4 osin parasosiaalisen \nsuhteen perinteinen m\u00e4\u00e4ritelm\u00e4 yksipuolisesta yst\u00e4vyydest\u00e4 n\u00e4ytt\u00e4\u00e4 edelleen pit\u00e4v\u00e4n paikkansa osittain my\u00f6s \nsosiaalisen median kontekstissa.\nParasosiaalisia suhteita on aiemmin tutkittu kvantitatiivisesti ja t\u00e4m\u00e4 laadullisin menetelmin toteutettu tutkimus \ntarjoaakin uutta tietoa parasosiaalisista suhteista sosiaalisen median ja kuluttajak\u00e4ytt\u00e4ytymisen kontekstissa\nhaastateltavien omien n\u00e4kemyksien kautta.\nTutkimuksen tulokset voivat auttaa esimerkiksi viestinn\u00e4n ja markkinoinnin parissa ty\u00f6skentelevi\u00e4 sek\u00e4 my\u00f6s \nsosiaalisen median vaikuttajia. Tutkimuksesta nousi my\u00f6s esille mahdollisia jatkotutkimuksen aiheita.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-09-02T11:52:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-09-02T11:52:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "46", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "parasosiaalinen vuorovaikutussuhde", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u201dMua kiinnostaa se niitten el\u00e4m\u00e4\u201d : yksipuolisen yst\u00e4vyyden merkitys kuluttajak\u00e4ytt\u00e4ytymiseen", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202209024466", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3135", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vuorovaikutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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