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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kumpulainen, Susanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-02-27T06:27:06Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-02-27T06:27:06Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/85641", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ilmastonmuutos ja sen my\u00f6t\u00e4 yritysten ymp\u00e4rist\u00f6vastuu on alkanut mietitytt\u00e4\u00e4 yh\u00e4 useampaa kuluttajaa, ja ymp\u00e4rist\u00f6vastuun markkinointi on lis\u00e4\u00e4ntynyt. Erityisesti muotiteollisuuden ymp\u00e4rist\u00f6ongelmat ovat esill\u00e4. Somemarkkinoinnissa k\u00e4ytettyj\u00e4 ymp\u00e4rist\u00f6vastuun markkinointikeinoja on t\u00e4rke\u00e4\u00e4 tutkia, koska somesis\u00e4ll\u00f6ill\u00e4 on suuri vaikutus kuluttajiin.\n\nT\u00e4ss\u00e4 tutkielmassa tarkasteltiin, millaisia keinoja H&M k\u00e4ytt\u00e4\u00e4 ymp\u00e4rist\u00f6vastuun markkinoinnissa Instagramissa. Tutkimus toteutettiin laadullisena tutkimuksena, koska tarkoituksena oli tutustua ilmi\u00f6\u00f6n moniulotteisesti. Aineiston analyysin apuna k\u00e4ytettiin sis\u00e4ll\u00f6nanalyysia.\n\nAineistona k\u00e4ytettiin H&M:n hm-nimisell\u00e4 Instagram-tilill\u00e4 huhtikuussa 2019 julkaistuja kuvajulkaisuja, joissa oli merkint\u00e4 #HMConscious tai #HMConsciousExclusive. Aineisto j\u00e4rjesteltiin tutkimuksen kannalta mielekk\u00e4\u00e4seen muotoon luokittelemalla. Aineistosta nousi esiin viisi luokkaa: ymp\u00e4rist\u00f6vastuu, yhteiskunnallinen vastuu, pikamuoti, vaikuttajamarkkinointi ja viraalimarkkinointi. Jokainen 20 julkaisusta kuului 1\u20133 luokkaan.\n\nTutkimuksessa vertailtiin kymmenen eniten ja kymmenen v\u00e4hiten tykk\u00e4yksi\u00e4 saanutta julkaisua ja niiss\u00e4 k\u00e4ytettyj\u00e4 keinoja. Tutkimuksessa havaittiin melko selkeit\u00e4 eroavaisuuksia eniten ja v\u00e4hiten tykk\u00e4yksi\u00e4 saaneiden Instagram-julkaisujen v\u00e4lill\u00e4. Erityisesti vaikuttajamarkkinoinnilla todettiin olevan yhteys suurempaan tykk\u00e4ysm\u00e4\u00e4r\u00e4\u00e4n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-02-27T06:27:05Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-02-27T06:27:06Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "51", "language": "", "element": "format", "qualifier": "extent", "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": "Ymp\u00e4rist\u00f6vastuun markkinointi sosiaalisessa mediassa : havaintoja H&M:n Instagram-markkinoinnista", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202302271903", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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_7a1f", "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": "bachelorThesis", "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": "vaateteollisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ymp\u00e4rist\u00f6vastuu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysvastuu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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