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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Julkunen, Juulia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-31T06:24:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-31T06:24:35Z", "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/123456789/87331", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena on tarkastella vaikuttajayhteist\u00f6iden toteuttamista sosiaalisen median vaikuttajien n\u00e4k\u00f6kulmasta ja n\u00e4in lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 vaikuttajayhteisty\u00f6n vaiheista ja niihin liittyvist\u00e4 j\u00e4nnitteist\u00e4. Tutkimusaihe on ajankohtainen, sill\u00e4 kiinnostus vaikuttajamarkkinointia kohtaan kasvaa, \nmutta tutkimus vaikuttajayhteist\u00f6iden toteuttamisesta ja vaikuttajien n\u00e4k\u00f6kulmasta on toistaiseksi ollut v\u00e4h\u00e4ist\u00e4. Vaikuttajayhteist\u00f6it\u00e4 l\u00e4hestyttiin t\u00e4ss\u00e4 tutkielmassa nelj\u00e4n aiemmin yrityskontekstiin muodostetun vaikuttajamarkkinoinnin mallin avulla, joiden pohjalta rakennettiin t\u00e4m\u00e4n tutkimuksen viitekehys, jossa vaikuttajayhteisty\u00f6 koostuu yhteisty\u00f6kumppanin valinnasta, kaupallisen sis\u00e4ll\u00f6n toteuttamisesta ja yhteisty\u00f6n onnistumisen arvioinnista.\nTutkimus suoritettiin kvalitatiivisin menetelmin ja aineisto ker\u00e4ttiin puolistrukturoiduilla teemahaastatteluilla. Tutkimusta varten haastateltiin kahtatoista suomalaista sosiaalisen median vaikuttajaa, jotka olivat toteuttaneet kaupallisia yhteist\u00f6it\u00e4 sosiaalisen median kanavissaan.\nTutkimuksen tulosten mukaan yhteisty\u00f6kumppanin valinnassa vaikuttajat kiinnitt\u00e4v\u00e4t eniten huomioita br\u00e4ndiyhteensopivuuteen, palkkioon, yhteisty\u00f6n ehtoihin ja yrityksen maineeseen. Vaikuttajat nostavat liian pienen palkkion ja etenkin palkkiokeskustelun v\u00e4h\u00e4ttelev\u00e4n s\u00e4vyn merkitt\u00e4v\u00e4ksi tekij\u00e4ksi, joka voi aiheuttaa erimielisyyt\u00e4 vaikuttajan ja yrityksen v\u00e4lille. Sis\u00e4ll\u00f6n toteuttamisessa merkitt\u00e4vimmiksi aiheiksi nousevat sis\u00e4ll\u00f6n tuottamisen vapaus sek\u00e4 aidon ja ei-mainosmaisen sis\u00e4ll\u00f6n tavoittelu. J\u00e4nnitteit\u00e4 toteuttamisvaiheessa aiheuttavat muun muassa maineriskit, ep\u00e4johdonmukaisuus sis\u00e4lt\u00f6vaatimuksissa, huono kommunikaatio sek\u00e4 yrityksen esitt\u00e4m\u00e4t ylim\u00e4\u00e4r\u00e4iset vaatimukset. Vaikuttajamarkkinoinnin tulosten arvioinnissa yritysten seuraamat mittarit ja vaikuttajien oma kokemus onnistumisesta eroavat toisistaan, mutta sen ei koeta aiheuttavan ongelmia yhteisty\u00f6ss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-05-31T06:24:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-31T06:24:35Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "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 vaikuttaja", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kaupallinen yhteisty\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttajayhteisty\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vaikuttajayhteisty\u00f6t sosiaalisen median vaikuttajien silmin", "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-202305313387", "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": "vaikuttajamarkkinointi", "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.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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