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[{"key": "dc.contributor.author", "value": "Hannola, Annika", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-26T07:16:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-26T07:16:32Z", "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/123456789/88057", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalista mediaa k\u00e4ytet\u00e4\u00e4n yrityskent\u00e4ss\u00e4 jo laajasti, mutta sen hy\u00f6dynt\u00e4minen sijoittajasuhteiden tarkoituksiin on melko uusi ilmi\u00f6 huolimatta sen roolista viime vuosien piensijoittajabuumissa. Lis\u00e4ksi sosiaalisessa mediassa levinnyt informaatio on aiheuttanut lukuisia voimakkaitakin kurssireaktioita, kuten GameStop:n tapauksessa vuonna 2021. Sosiaalinen media oli alustana tiedon levi\u00e4miselle, joka lopulta aiheutti kurssireaktiot.\nT\u00e4m\u00e4 tutkimus edist\u00e4\u00e4 sijoittajasuhteita k\u00e4sittelev\u00e4\u00e4 teoriaa tutkimalla sosiaalisen median hy\u00f6dynt\u00e4mist\u00e4 Nasdaq Helsinkiin listautuneissa yrityksiss\u00e4. Tutkimuksessa selvitet\u00e4\u00e4n, miksi ja miten sosiaalista mediaa hy\u00f6dynnet\u00e4\u00e4n sijoittajasuhteiden tarkoituksiin. Koska aihe on melko uusi ja kaikki yhti\u00f6t eiv\u00e4t viel\u00e4 t\u00e4ysin hy\u00f6dynn\u00e4 n\u00e4iden alustojen tarjoamia mahdollisuuksia, tutkimuksessa selvitet\u00e4\u00e4n my\u00f6s tekij\u00f6it\u00e4, jotka vaikeuttavat sosiaalisen median k\u00e4ytt\u00f6\u00e4 sijoittajasuhteissa. Tutkimus on laadullinen ja sen aineisto ker\u00e4ttiin puolistrukturoiduilla haastatteluilla 11 henkil\u00f6lt\u00e4, jotka ty\u00f6skentelev\u00e4t kymmeness\u00e4 eri yrityksess\u00e4 joko sijoittajasuhteiden johto- tai asiantuntijatasolla. Aineiston analyysi toteutettiin teemoittelemalla.\nTutkimuksessa selvisi, ett\u00e4 sosiaalista mediaa k\u00e4ytet\u00e4\u00e4n tiedon tarjoamiseen ja piensijoittajien tavoittamiseen. Tuloksissa n\u00e4kyi jako niiden yritysten v\u00e4lill\u00e4, jotka n\u00e4kev\u00e4t piensijoittajat kohderyhm\u00e4n\u00e4 ja tekev\u00e4t juuri heille suunnattua sis\u00e4lt\u00f6\u00e4 ja niiden, jotka eiv\u00e4t. Jos piensijoittajat n\u00e4hd\u00e4\u00e4n kohdeyleis\u00f6n\u00e4, se n\u00e4kyy sosiaalisen median sis\u00e4ll\u00f6ss\u00e4 ymm\u00e4rrett\u00e4vyyten\u00e4. Osa yrityksist\u00e4 toisaalta n\u00e4ki sosiaalisen median vain yhten\u00e4 alustana muiden joukossa sellaisen tiedon jakamiselle, joka on saatavilla jo muualla, kuten heid\u00e4n verkkosivuillaan.\nSosiaalisen median haasteet sijoittajasuhteissa liittyv\u00e4t ensinn\u00e4kin itse sosiaaliseen mediaan, esimerkiksi sen k\u00e4ytt\u00e4miseen vaadittavaan aktiivisuuteen. Toiseksi haasteet liittyv\u00e4t yrityskohtaisiin tekij\u00f6ihin, kuten inhimillisen p\u00e4\u00e4oman resursseihin ja siihen, miten yritykset arvottavat erityyppisi\u00e4 sijoittajia, koska sosiaalinen media on suunnattu l\u00e4hinn\u00e4 piensijoittajille. Yritykset, jotka panostavat vain institutionaalisiin sijoittajiin, eiv\u00e4t vaikuta k\u00e4ytt\u00e4v\u00e4n sosiaalista mediaa yht\u00e4 aktiivisesti. Lis\u00e4ksi perinteisempi yrityskulttuuri ei vaikuta edist\u00e4v\u00e4n sosiaalisen median k\u00e4ytt\u00f6\u00e4. Lopuksi esiin nousivat ty\u00f6ntekij\u00f6ihin liittyv\u00e4t haasteet, kuten asenne sosiaalista mediaa kohtaan, se ettei sosiaalisen median arvoa n\u00e4hd\u00e4 ja muut henkil\u00f6n piirteet kuten ik\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Social media is already widely used among businesses. However, using social media for investor relations\u2019 purposes is quite a new phenomenon despite of social media playing an important role in the retail investor boom that we have seen during the last few years in Finland. Information that spreads in social media has already led to a number of strong course reactions such as in GameStop\u2019s case in 2021, making social media\u2019s role noticeable by being the place for discussions which eventually lead to action.\nThis thesis contributes to the field of investor relations research by studying the use of social media in Finnish Nasdaq Helsinki listed corporations. The aim of the study is to find out why social media is used for investor relations purposes, and how it is used. Because the topic is relatively new, and all the corporations have not yet taken advantage of the possibilities provided by social media platforms, the study also assesses factors that can hinder the use of social media in investor relations. Qualitative approach was chosen, and the data was collected conducting semi-structured interviews from 11 people working in ten different companies either at the management or specialist level of the investor relations. The chosen method of data analysis was the-matic analysis.\nThe findings suggest that social media is used to provide information for investors and also to reach retail investors. The results showed the difference between companies who saw retail investors as a target audience and created content especially for them and those who did not. If retail investors were seen as a target audience, social media content was comprehensible. Those companies that did not specify a target group, mostly considered social media just as a platform among the others to share information that was also available elsewhere such as on their websites.\nThe study identified challenges relating to social media itself, company related factors and employee related issues. Social media related challenges included for example the level of activity that social media requires. Company specific challenges included resources, mostly human, and how the companies value different kind of shareholders since social media content was mainly targeted to retail investors. Companies focusing mainly on institutional investors did not seem to share information on social media as frequently. Also, a rather traditional organization culture did not appear to increase the use of social media. Finally, employee related challenges included an attitude towards social media, not seeing social media as valuable and other employee characters such as age.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-26T07:16:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-26T07:16:32Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "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": "investor relations", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "retail investors", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sijoittajasuhteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "piensijoittajat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Social media as a tool in investor relations", "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-202306264112", "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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "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": "2043", "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": "sijoittajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sijoittajaviestint\u00e4", "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": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "investors", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "investor communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "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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