| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Koskelainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pekkarinen, Mira", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-25T05:52:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-25T05:52:52Z", "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/123456789/87169", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media on tullut j\u00e4\u00e4d\u00e4kseen ja on suosittu ajanviettotapa etenkin nuorten ja nuorten aikuisten keskuudessa; sosiaalisessa mediassa vietet\u00e4\u00e4n aikaa useita tunteja viikossa. Koska sosiaalisen median k\u00e4ytt\u00f6aika on korkea, on sill\u00e4 oletettavasti monenlaisia vaikutuksia k\u00e4ytt\u00e4jiins\u00e4. T\u00e4ss\u00e4 tutkimuksessa tarkastellaan nuorten, 18\u201325-vuotiaiden aikuisten omia kokemuksia ja ajatuksia sosiaalisen median vaikutuksista ostoprosessiin. Kohderyhm\u00e4 on valikoitunut ik\u00e4ryhm\u00e4n aktiivisen sosiaalisen median k\u00e4yt\u00f6n sek\u00e4 ostamisen perusteella. Sosiaalisen median vaikutusta kyseisess\u00e4 ik\u00e4ryhm\u00e4ss\u00e4 ei ole aikaisemmin kovinkaan paljoa tutkittu etenk\u00e4\u00e4n kohderyhm\u00e4n omien kokemusten n\u00e4k\u00f6kulmasta. Tarkastelussa oli erityisesti, mill\u00e4 tavoin ja mitk\u00e4 tekij\u00e4t sosiaalisessa mediassa saattavat ostoprosessin aikana vaikuttaa. Tutkimuksen kirjallisuuskatsauksena toteutetussa teoriaosiossa perehdyt\u00e4\u00e4n aiheeseen liittyviin k\u00e4sitteisiin ja taustoitetaan tutkimusta. Tutkimuksen empiirinen osio toteutettiin haastattelemalla kohderyhm\u00e4\u00e4n sopivia henkil\u00f6it\u00e4 puolistrukturoitua haastattelumenetelm\u00e4\u00e4 k\u00e4ytt\u00e4en. Tutkimuksen tuloksista havaittiin, ett\u00e4 sosiaalisella medialla on nuorten aikuisten mielest\u00e4 vaikutusta jollain tapaa l\u00e4pi ostoprosessin. Eniten sosiaalisen median n\u00e4htiin vaikuttavan ostoprosessin tarpeen tunnistamisen- sek\u00e4 tiedonhaku-, harkinta- ja vertailuvaiheissa. Sosiaalisen median todettiin olevan ostoprosessin aikana oleellinen tiedonhakukanava kohderyhm\u00e4n keskuudessa. Luotettavimpina l\u00e4htein\u00e4 ja eniten ostop\u00e4\u00e4t\u00f6ksiin vaikuttavina tekij\u00f6in\u00e4 pidettiin online word-of-mouthia (eWOM) etenkin tutuilta ihmisilt\u00e4 sek\u00e4 sosiaalisen median vaikuttajien mielipiteit\u00e4 ja k\u00e4ytt\u00e4j\u00e4kokemuksia. Mainontaan suhtauduttiin ristiriitaisesti, mutta sen n\u00e4htiin etenkin her\u00e4tt\u00e4v\u00e4n ostohalun tai -tarpeen pienempien ostosten kohdalla. My\u00f6s eri sosiaalisen median kanavilla n\u00e4htiin olevan vaikutusta eri tavoin. Tuloksista oli havaittavissa, ett\u00e4 nuoret aikuiset ovat tarkkoja omasta kuluttamisestaan sek\u00e4 sosiaalisen median vaikutuksista t\u00e4h\u00e4n. Entist\u00e4 enemm\u00e4n kiinnitet\u00e4\u00e4n huomiota siihen, mit\u00e4 dataa itsest\u00e4 ker\u00e4t\u00e4\u00e4n, millaista mainontaa n\u00e4ytet\u00e4\u00e4n sek\u00e4 pohditaan oman kuluttamisen ja mainonnan eettisyytt\u00e4. Tulokset puhuvat sen puolesta, ett\u00e4 nuoret aikuiset ovat markkinoijien n\u00e4k\u00f6kulmasta iso ja merkitt\u00e4v\u00e4, mutta toisaalta my\u00f6s kuluttamisestaan yh\u00e4 tarkempi ryhm\u00e4, joka my\u00f6s jakaa mielipiteens\u00e4 herk\u00e4sti eteenp\u00e4in l\u00e4heisilleen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Social media is here to stay; especially young adults use social media several hours per week. For this reason, it can be assumed that social media influences young adults\u2019 behavior. This study researches young adults\u2019 point of view which factors on social media have an influence on a buying process. The target group has been chosen because young adults use social media and buy online a lot and this topic hasn\u2019t been researched, especially from the target group\u2019s point of view. This study reviews how and which factors influence the buying process on social media in young adults\u2019 opinion. Literature review introduces the theory section of the study. It presents the most important concepts and background of the topic. The empirical part of the study has been implemented by using semi-structured interviews. The results point that social media has an influence in some way throughout the buying process \u2013 especially during the phase of need recognition, information search and evaluation of alternatives. It was noted that social media is a popular channel to search information about products. Young adults search for example different kinds of user experience contents from social media. The most reliable source on social media was online word-of-mouth, in other words other people\u2019s opinions and recommendations. Other reliable and effective source was social media influencers\u2019 organic content. Young adults had mixed feelings about advertisement on social media even though they admitted that it may arouse the need of buying especially when it comes to cheaper and smaller products. It also depends on which social media\u2019s platform the young adult uses. It was also observed that young adults pay more and more attention to their consumption and social media\u2019s influence on that. Young adults pay close attention to data gathering on social media, what kind of advertisement is displayed and if their own consumption habits and before mentioned advertisement is ethical. Results show that young adults are large and significant group from marketers\u2019 point of view. In other hand they are also aware of their consumption and like to share their opinions to others through social media.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-05-25T05:52:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-25T05:52:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "100", "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": "sosiaalisen median vaikuttajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "word-of-mouth", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Nuorten aikuisten kokemuksia ostoprosessiin vaikuttavista tekij\u00f6ist\u00e4 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-202305253233", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostop\u00e4\u00e4t\u00f6kset", "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": "nuoret aikuiset", "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"}]
|