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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salonen, Essi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-12-08T10:32:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-12-08T10:32:44Z", "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/123456789/84238", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kes\u00e4ll\u00e4 ja alkusyksyst\u00e4 2021 maailma alkoi pikkuhiljaa avautumaan COVID-19 pandemian aiheuttamista suluista. Rokotekattavuus varsinkin EU-alueella oli noussut hyv\u00e4\u00e4 tahtia ja EU:ssa otettiin k\u00e4ytt\u00f6\u00f6n COVID-todistus, joka mahdollisti paremman liikkumisen EU:n sis\u00e4ll\u00e4. Syksyll\u00e4 rajansa helpommalle matkustamiselle avasivat my\u00f6s muun muassa Thaimaa ja USA.\nT\u00e4ss\u00e4 tutkimuksessa tutkittiin Finnairin Facebook-viestint\u00e4\u00e4 kes\u00e4-joulukuussa 2021. Tarkoituksena oli selvitt\u00e4\u00e4 miten ja kuinka paljon Finnair viesti koronasta ajanjakson aikana sek\u00e4 millaista osallistamista Finnairilla oli Facebookissa.\nFinnair valikoitui t\u00e4h\u00e4n ty\u00f6h\u00f6n siit\u00e4 syyst\u00e4, ett\u00e4 se on suomalainen lentoyhti\u00f6 ja he ovat aktiivisia sosiaalisessa mediassa. Facebook valittiin tutkimukseen siksi, ett\u00e4 sen n\u00e4hd\u00e4\u00e4n olevan sosiaalisten medioiden markkinajohtaja. Finnairilla on my\u00f6s suurin seuraajam\u00e4\u00e4r\u00e4 Facebookissa ja he viestiv\u00e4t siell\u00e4 suomeksi, kohdistaen viestej\u00e4\u00e4n suomalaisiin kuluttajiin.\nTutkimuksessa hy\u00f6dynnettiin kvantitatiivisia sek\u00e4 kvalitatiivisia menetelmi\u00e4. Viestien sis\u00e4lt\u00f6\u00e4 analysoitiin k\u00e4ytt\u00e4en kvalitatiivisia menetelmi\u00e4 ja osallistamista analysoitiin k\u00e4ytt\u00e4en avuksi kvantitatiivisia menetelmi\u00e4. Tutkimuksen aineisto ker\u00e4tiin koodikirjaan Finnairin Facebookista. \nTutkimuksen tuloksista k\u00e4y ilmi, kuinka maailman tapahtumat vaikuttivat my\u00f6s Finnairin Facebook-viestint\u00e4\u00e4n. Eri kuukausina nousi vahvemmin esille eri teemat. Osallistamista tutkittaessa huomattiin kuluttajien kaipaavan viestej\u00e4, jotka teemaltaan keskittyv\u00e4t joko kaukomaihin tai esimerkiksi yrityksen henkil\u00f6kunnan esittelyyn tai muuhun kevyemp\u00e4\u00e4n, ei myyv\u00e4\u00e4n, sis\u00e4lt\u00f6\u00f6n. Viesteiss\u00e4 ei tarvinnut olla call to actionia tai hashtageja, mutta kuva tai videon olemassaolo oli toivottavaa. Tyylilt\u00e4\u00e4n viesti sai olla joko toteava tai vahvistava.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-12-08T10:32:44Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-12-08T10:32:44Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "52", "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.title", "value": "Finnairin Facebook-viestint\u00e4 COVID-19 pandemian aikana", "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-202212085500", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "restrictedAccess", "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": "20423", "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": "COVID-19", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lentoyhti\u00f6t", "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": "pandemiat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osallistaminen", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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