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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kemppainen, Saara", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-01-16T06:21:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-01-16T06:21:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/85017", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaation my\u00f6t\u00e4 sosiaalinen media on kasvanut t\u00e4rke\u00e4ksi kanavaksi markkinoijien keskuudessa sen tavoittavuuden ja vaikuttavuuden vuoksi. Yritykset hy\u00f6dynt\u00e4v\u00e4t markkinointistrategioissaan sosiaalisen median vaikuttajia, joiden avulla he voivat tehd\u00e4 kaupallisia yhteist\u00f6it\u00e4, ja kertoa sit\u00e4 kautta tuotteistaan ja palveluistaan. Sosiaalisen median vaikuttajien avulla kuluttajia on mahdollista sitouttaa tuotteisiin, sill\u00e4 kuluttajat pit\u00e4v\u00e4t heid\u00e4n tuottamasta aidosta sis\u00e4ll\u00f6st\u00e4, ja kokevat sen luotettavaksi. Sosiaalisen median vaikuttajien ohella my\u00f6s urheilijat voivat tehd\u00e4 vaikuttajamarkkinointia oman uransa aikana.\n\nTutkimus toteutettiin yhteisty\u00f6ss\u00e4 Suomen Olympiakomitean kanssa, ja sen tarkoituksena oli selvitt\u00e4\u00e4, ett\u00e4 miten huippu-urheilijat voivat hy\u00f6dynt\u00e4\u00e4 vaikuttajamarkkinointia osana urheilusponsorointia Instagramissa. Tutkimuksessa k\u00e4ytettiin tutkimusmenetelm\u00e4n\u00e4 kvalitatiivista tutkimusta, ja tutkimusdata ker\u00e4ttiin puolistrukturoitujen haastatteluiden avulla. Tutkimus toteutettiin haastattelemalla kahdeksaa uransa aktiivisessa vaiheessa olevaa huippu-urheilijaa, jotka tekev\u00e4t aktiivisesti kaupallisia yhteist\u00f6it\u00e4 sosiaaliseen mediaan. Tutkimustulosten luotettavuuden parantamiseksi tutkimukseen haastateltiin my\u00f6s kahta urheilumanageria.\n \nTutkimus osoitti, ett\u00e4 yrityksien kanssa yhteisty\u00f6ss\u00e4 tehty vaikuttajamarkkinointi auttaa urheilijoita rakentamaan omaa henkil\u00f6kohtaista br\u00e4ndi\u00e4 yhteisen arvomaailman l\u00f6ydytty\u00e4, ja t\u00e4m\u00e4 voi auttaa heit\u00e4 tulevaisuuden ty\u00f6llistymisess\u00e4 urheilu-uran j\u00e4lkeen. Sosiaalisen median yhteist\u00f6it\u00e4 pidettiin my\u00f6s t\u00e4rkein\u00e4 tulonl\u00e4htein\u00e4. Vaikuttajamarkkinointiyhteist\u00f6iden saamiseen vaikuttaa vahvasti my\u00f6s sosiaalisen median seuraajam\u00e4\u00e4r\u00e4 sek\u00e4 urheilijan menestyminen omalla urallaan. Urheilijoiden kannattaa hy\u00f6dynt\u00e4\u00e4 sosiaalisen median mahdollisuuksia osana omaa ammattiaan joko itse tai muiden avustuksella.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "With digitization, social media has grown into an important channel among marketers because of its reach and effectiveness. Companies utilizing social media influencers in their marketing strategies, which enable them to do paid collaborations and thereby reveal about their products and services. With the help of social media influencers, it is possible to engage consumers to products, because consumers like the real content they produce, and find it reliable. Alongside with social media influencers, athletes can also do influencer marketing during their own career.\n\nThe study was implemented in cooperation with the Finnish Olympic Committee, and its purpose was to find out how top athletes can use influencer marketing as part of sports sponsorship on Instagram. In the study was used qualitative research as a research method, and research data was collected through semi-structured interviews. The research was carried out by interviewing eight top athletes in the active phase of their careers, who are actively doing paid collaborations on social media. In order to improve the reliability of the research results, two sports managers were also interviewed for the research.\n\nThe research showed that influencer marketing done in cooperation with companies helps athletes build their own personal brand after finding a common values, and this can help them with future employment after their sports career. Social media collaborations were also maintained an important sources of income. The number of social media followers and the athlete\u2019s success in their own career also have a strong influence on getting influencer marketing collaborations. Athletes should take advantage of the possibilities of social media as part of their own profession, either by themselves or with the help of others.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-01-16T06:21:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-01-16T06:21:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "85", "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "sport marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Rule 40", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ambush marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "halo effect", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "eWoM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "paid collaboration", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Utilization of influencer marketing in sport sponsorship on Instagram", "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-202301161320", "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.collaborator", "value": "public", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", 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"language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "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": "urheilijat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personal branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sports", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencer marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "athletes", "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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