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[{"key": "dc.contributor.advisor", "value": "Salonen, Anna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Oikarinen, Iida", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-25T11:23:54Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-25T11:23:54Z", "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/123456789/87210", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisen median yleistymisen my\u00f6t\u00e4 perinteinen word-of-mouth (WOM) on muuttunut elektroniseen ja sosiaaliseen viestint\u00e4muotoonsa, mit\u00e4 kutsutaan sosiaaliseksi eWOM:iksi. Sosiaalinen eWOM on sosiaalisessa mediassa tapahtuva ilmi\u00f6, jonka avulla kuluttajat jakavat ja vastaanottavat kulutukseen liittyvi\u00e4 neuvoja ja kokemuksia vapaasti vertaiskuluttajien kanssa. Internet ja sosiaalinen media ovat vaikuttaneet erityisesti Z-sukupolven kulutustyyliin, lis\u00e4ten sosiaalisen eWOM:in vaikutusta heid\u00e4n ostop\u00e4\u00e4t\u00f6ksiss\u00e4\u00e4n. T\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, miten visuaalinen sosiaalinen eWOM vaikuttaa Z-sukupolven ostop\u00e4\u00e4t\u00f6ksiin nuorten suosiman lyhytvideosovelluksen TikTokin kontekstissa. Tutkimuksessa selvitettiin, miten sosiaalinen eWOM ilmenee TikTokin kontekstissa sek\u00e4 millaisia sosiaalisia eWOM-viestin ominaisuuksia Z-sukupolvi pit\u00e4\u00e4 hy\u00f6dyllisen\u00e4 TikTokissa. Lis\u00e4ksi tutkimuksessa selvitettiin, miten Z-sukupolvi osallistuu sosiaaliseen eWOM-viestint\u00e4\u00e4n TikTokissa. Tutkimus toteutettiin kvalitatiivisena tutkimuksena, jonka l\u00e4hestymistavaksi valittiin abduktiivinen l\u00e4hestymistapa. Puolistrukturoituja haastatteluja suoritettiin kuudelle Z-sukupolven henkil\u00f6lle, jotka kaikki k\u00e4ytt\u00e4v\u00e4t TikTokia. Haastatteluaineisto analysoitiin temaattisen analyysimenetelm\u00e4n keinoin. Tulokset osoittivat, ett\u00e4 TikTokin avulla Z-sukupolvi tunnistaa tarpeita, ratkaisee ongelmia ja ostop\u00e4\u00e4t\u00f6s voi synty\u00e4 jo yhden sosiaalisen eWOM-viestin perus-teella. Z-sukupolvi arvio sosiaalisen eWOM-viestin hy\u00f6dyllisyytt\u00e4 informaation m\u00e4\u00e4r\u00e4n, informaation laadun, informaation s\u00e4vyn ja informaation uskottavuuden perusteella. TikTokin algoritmipohjaisella For You -sivulla on my\u00f6s vaikutusta siihen, millaisia sosi-aalisia eWOM-viestej\u00e4 k\u00e4ytt\u00e4j\u00e4t vastaanottavat. Tutkimuksessa havaittiin, ett\u00e4 Z-sukupolvi arvioi muiden k\u00e4ytt\u00e4jien sitoutumista sosiaaliseen eWOM-viestiin, mink\u00e4 pe-rusteella he arvioivat viestin hy\u00f6dyllisyytt\u00e4. Lis\u00e4ksi tutkimuksen tulokset osoittivat, ett\u00e4 Z-sukupolvi osallistuu sosiaaliseen eWOM-viestint\u00e4\u00e4n TikTokissa mielipiteen etsij\u00f6in\u00e4 ja jakaa ja levitt\u00e4\u00e4 mielipiteit\u00e4 ei-julkisesti l\u00e4hipiirins\u00e4 kanssa TikTokin yksityisviestien v\u00e4lityksell\u00e4. T\u00e4m\u00e4n tutkimuksen tulokset lis\u00e4siv\u00e4t ymm\u00e4rryst\u00e4 sosiaalisesta eWOM-ilmi\u00f6st\u00e4 sen visuaalisessa viestint\u00e4muodossa TikTokin kontekstissa ja sen vaikutuksista Z-sukupolven ostop\u00e4\u00e4t\u00f6ksiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-05-25T11:23:54Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-25T11:23:54Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "73", "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": "eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalisen verkostoitumisen sivusto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen eWOM-viestinn\u00e4n vaikutukset Z-sukupolven ostop\u00e4\u00e4t\u00f6ksiin TikTokissa", "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-202305253273", "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": "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": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "z-sukupolvi", "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": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "TikTok", "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": "verkkopalvelut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Internet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osallistuminen", "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"}, {"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"}]
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