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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Natukka, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-07T09:48:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-07T09:48:52Z", "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/123456789/87511", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa tarkastellaan vaikuttajamarkkinoinnin menestystekij\u00f6it\u00e4 nuorten mieskuluttajien n\u00e4k\u00f6kulmasta. Tutkimuksen tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, mit\u00e4 nuoriin miehiin kohdistetussa vaikuttajamarkkinoinnissa tulisi ottaa huomioon, jotta se koetaan vetoavaksi ja edesauttaa yritysten vaikuttajamarkkinoinnille asettamia tavoitteita. Vaikka nuoret miehet ovat suurimpia sosiaalisen median k\u00e4ytt\u00e4j\u00e4ryhmi\u00e4, on vaikuttajamarkkinoinnin tutkimus keskittynyt naisiin. Kokemus markkinoinnista voi erota eri sukupuolten v\u00e4lill\u00e4, joten aiempi tutkimus ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 p\u00e4de nuorten miesten kontekstissa.\n Tutkimuksessa k\u00e4ytettiin kvalitatiivista l\u00e4hestymistapaa ja sen aineisto ker\u00e4ttiin puolistrukturoituina yksil\u00f6haastatteluina. Tutkimuksen aineisto ker\u00e4ttiin helmi-maaliskuussa 2023 ja haastatteluihin osallistui seitsem\u00e4n nuorta mieshenkil\u00f6\u00e4. Haastatteluun osallistuneet olivat 25\u201327-vuotiaita mieskuluttajia, jotka k\u00e4ytt\u00e4v\u00e4t sosiaalista mediaa ja seuraavat sosiaalisen median vaikuttajia. Tutkimukseen osallistui henkil\u00f6it\u00e4 monista erilaisista taustoista. Aineiston analysointi toteutettiin aineistol\u00e4ht\u00f6isesti.\n Tutkimuksessa tunnistettiin nuorten miesten n\u00e4k\u00f6kulmasta 21 vaikuttajamarkkinoinnin menestystekij\u00e4\u00e4, jotka voidaan jakaa viiteen p\u00e4\u00e4luokkaan: 1) vaikuttajan ominaisuuksiin liittyv\u00e4t, 2) vaikuttajan sis\u00e4lt\u00f6ihin liittyv\u00e4t, 3) markkinointiyhteisty\u00f6h\u00f6n liittyv\u00e4t, 4) markkinoinnin toteutukseen liittyv\u00e4t ja 5) seuraajaan liittyv\u00e4t tekij\u00e4t. Nuoret miehet ovat kriittisi\u00e4 vaikuttajamarkkinointia kohtaan, ja heid\u00e4n vakuuttamisekseen tarvitaan ammattitaitoisia vaikuttajia, huomiota her\u00e4tt\u00e4v\u00e4\u00e4 markkinointia ja kattavia perusteluja. Mielenkiintoisia yksitt\u00e4isi\u00e4 menestystekij\u00f6it\u00e4 olivat vaikuttajan aktiivisuus ja inspiroivuus, markkinoinnin eettisyys, sek\u00e4 br\u00e4ndin ja vaikuttajan yhteisty\u00f6n pituus. Tulevaisuudessa n\u00e4ihin tekij\u00f6ihin keskittyneet kvantitatiiviset tutkimukset voisivat tarjota uutta tietoa, jota markkinoijat voivat hy\u00f6dynt\u00e4\u00e4 vaikuttajamarkkinointikampanjoissaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-07T09:48:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-07T09:48:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "66", "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": "br\u00e4ndimielikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "puolistrukturoitu haastattelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "temaattinen analyysi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vaikuttajamarkkinoinnin menestystekij\u00e4t nuorten mieskuluttajien n\u00e4k\u00f6kulmasta", "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-202306073581", "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": "somevaikuttajat", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "nuoret", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "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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