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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ajanko, Maisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-07T09:51:27Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-07T09:51:27Z", "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/123456789/87512", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalinen media kasvattaa suosiotaan jatkuvasti niin kuluttajien, kuin yritystenkin keskuudessa ja sosiaalisen median k\u00e4ytt\u00e4ji\u00e4 on jo l\u00e4hes 60 % maailman v\u00e4est\u00f6st\u00e4. Sosiaalinen media tarjoaa yrityksille mahdollisuuden vaikuttaa kuluttajiin. Sijoitustuotteita ostaessa korostuu erityisesti taloudelliset riskit ja ep\u00e4varmuus ostop\u00e4\u00e4t\u00f6ksen j\u00e4lkeisest\u00e4 ajasta. Riskin kokemus on kuluttajalle aina subjektiivinen ja sosiaalisen median alustoilla t\u00e4t\u00e4 riski\u00e4 voidaan v\u00e4hent\u00e4\u00e4 esimerkiksi parantamalla luottamusta alustaa kohtaan. \n\nT\u00e4ss\u00e4 laadullisessa pro gradu-tutkielmassa tutkittiin sosiaalisessa mediassa tapahtuvan sis\u00e4lt\u00f6markkinoinnin vaikutuksia kuluttajien kokemukseen riskist\u00e4 finanssikontekstissa. Tutkielmassa tutkittiin my\u00f6s eroja luottamuksen n\u00e4k\u00f6kulmasta yritysten ja kuluttajien tuottaman sis\u00e4ll\u00f6n v\u00e4lill\u00e4. Tutkimusongelmia l\u00e4hdettiin ratkaisemaan kahdeksan puolistrukturoidun teemahaastattelun avulla. Haastateltavat olivat aktiivisia sijoittajia ja sosiaalisen median k\u00e4ytt\u00e4ji\u00e4. Haastatteluista kertyi aineistoa noin 40 sivun verran.\n\nTulokset osoittavat, ett\u00e4 sosiaalisessa mediassa tapahtuvalla sis\u00e4lt\u00f6markkinoinnilla on vaikutusta kuluttajien kokemukseen riskist\u00e4. T\u00e4t\u00e4 riskin tunnetta voidaan v\u00e4hent\u00e4\u00e4 tuottamalla ajankohtaista ja faktoihin perustuvaa sis\u00e4lt\u00f6\u00e4. Tulosten mukaan t\u00e4ss\u00e4 kontekstissa yritysten tuottama sis\u00e4lt\u00f6 koetaan l\u00e4ht\u00f6kohtaisesti luotettavampana, joka osaltaan v\u00e4hent\u00e4\u00e4 riskin kokemusta. Toisaalta taas my\u00f6s yksitt\u00e4isen kuluttajien tuottama sis\u00e4lt\u00f6 voidaan kokea luotettavana, jos kuluttaja luottaa t\u00e4m\u00e4n sis\u00e4ll\u00f6ntuottajan ammattimaisuuteen. Sosiaalisen median sis\u00e4lt\u00f6jen tulisi olla tiiviit\u00e4 ja neutraaliin s\u00e4vyyn tuotettuja. Niiden tulisi keskitty\u00e4 tarjoamaan kuluttajille uutta informaatiota selke\u00e4ll\u00e4 tyylill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-07T09:51:27Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-07T09:51:27Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "56", "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.title", "value": "Sosiaalisessa mediassa tapahtuvan finanssimainonnan rooli kuluttajien kokemukseen riskist\u00e4", "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-202306073582", "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": "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": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen 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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