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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mets\u00e4-Simola, Anne", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-25T05:45:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-25T05:45:30Z", "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/123456789/87164", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6ntekij\u00f6iden hy\u00f6dynt\u00e4minen ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4in\u00e4 on yrityksi\u00e4 kiinnostava mahdollisuus yritysmielikuvan ja ty\u00f6nantajamielikuvan rakentamisessa. Ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4iden sosiaaliseen mediaan tuottama sis\u00e4lt\u00f6 koetaan aidoksi ja kiinnostavaksi. My\u00f6s ty\u00f6ntekij\u00e4t itse tiedostavat oman arvonsa ja vaikutusvaltansa, ja sis\u00e4lt\u00f6j\u00e4 tehd\u00e4\u00e4nkin suunnitelmallisesti. T\u00e4m\u00e4n ty\u00f6n tavoitteena oli tutkia, mik\u00e4 ty\u00f6ntekij\u00f6it\u00e4 motivoi toimimaan sosiaalisessa mediassa ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4n roolissa ja selvitt\u00e4\u00e4, mik\u00e4 on ty\u00f6nantajan rooli ja vaikutus motivaation syntyyn. Lis\u00e4ksi selvitettiin, miten erilaiset sis\u00e4ll\u00f6t ja niiden rakentaminen inspiroivat ty\u00f6ntekij\u00f6it\u00e4 toimimaan ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4in\u00e4.\nTy\u00f6n teoreettinen viitekehys koottiin tutkimuksista, joissa ty\u00f6ntekij\u00e4l\u00e4hettilyytt\u00e4 oli tutkittu esimerkiksi markkinoinnin, viestinn\u00e4n tai henkil\u00f6st\u00f6hallinnon n\u00e4k\u00f6kulmista. Ty\u00f6ntekij\u00e4l\u00e4hettilyydest\u00e4 ei ollut aiemmassa kirjallisuudessa johtavaa p\u00e4\u00e4teoriaa, vaikka se onkin alkanut erityisesti viime vuosina kiinnostaa tutkijoita. T\u00e4st\u00e4 johtuen aiemman tutkimustiedon perusteella on koottu kokonaisn\u00e4kemys ty\u00f6ntekij\u00e4l\u00e4hettilyyteen johtavista ty\u00f6ymp\u00e4rist\u00f6n suotuisista vaikuttimista, niist\u00e4 aiheutuvista tuntemuksista sek\u00e4 motiiveista. Kvalitatiivisen haastattelututkimuksen perusteella teoriatietoa t\u00e4ydennettiin ja muodostettiin uusi ty\u00f6ntekij\u00e4l\u00e4hettilyytt\u00e4 kuvaava viitekehys. Tutkimus rajattiin koskemaan aktiivisesti LinkedIn-kanavassa ty\u00f6nantajal\u00e4hettil\u00e4\u00e4n\u00e4 toimivia henkil\u00f6it\u00e4. Haastatteluihin osallistui 12 henkil\u00f6\u00e4 loppusyksyn 2022 ja alkuvuoden 2023 aikana. \nTutkimustulokset osoittivat, ett\u00e4 ty\u00f6ntekij\u00e4l\u00e4hettilyys koetaan vahvasti vapaaehtoisuuteen perustuvaksi, vaikkakin monet markkinoinnin, viestinn\u00e4n ja henkil\u00f6st\u00f6hallinnon parissa ty\u00f6skentelev\u00e4t mielt\u00e4v\u00e4t sen osaksi ty\u00f6teht\u00e4vi\u00e4\u00e4n. Tutkimukses-sa havaittiin, ett\u00e4 hedonististen ja altruististen motiivien lis\u00e4ksi ty\u00f6ntekij\u00e4l\u00e4hettilyytt\u00e4 selitt\u00e4v\u00e4t yhteis\u00f6lliset motiivit. Tulokset osoittavat my\u00f6s, ett\u00e4 ty\u00f6nantajan p\u00e4\u00e4teht\u00e4v\u00e4 on rakentaa ty\u00f6ymp\u00e4rist\u00f6 ty\u00f6ntekij\u00e4l\u00e4hettilyytt\u00e4 tukevaksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-05-25T05:45:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-25T05:45:30Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "92", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4s", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndil\u00e4hettil\u00e4s", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6nantajabr\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6ntekij\u00e4br\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysmielikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6nantajamielikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "HR", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Ty\u00f6ntekij\u00e4l\u00e4hettil\u00e4\u00e4n rooli ja motiivit yritysmielikuvan rakentajana sosiaalisessa mediassa", "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-202305253228", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "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_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6llisyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motiivit (vaikuttimet)", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motivaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "henkil\u00f6st\u00f6", "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.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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