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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jokilehto, Mirva", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-29T11:46:59Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-29T11:46:59Z", "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/123456789/88132", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vastuullisesti toteutetun liiketoiminnan merkitys on kasvanut, kun yleinen tietoisuus ymp\u00e4rist\u00f6- ja sosiaalikysymyksist\u00e4 on lis\u00e4\u00e4ntynyt. Yritysten odotetaan eneneviss\u00e4 m\u00e4\u00e4rin tiedostavan ja huomioivan heid\u00e4n liiketoimintansa vaikutukset l\u00e4pi arvoketjun. Samaan aikaan vaikuttajamarkkinointi on noussut tunnetuksi ja tehokkaaksi markkinoinnin keinoksi, jolla pystyt\u00e4\u00e4n vaikuttamaan yrityksen imagon kehittymiseen vastuullisuuden n\u00e4k\u00f6kulmasta. Vaikuttajamarkkinoinnin hy\u00f6dynt\u00e4mist\u00e4 vastuullisen mielikuvan rakentamiseen pyrkivien B2B-yritysten tilanteessa ei kuitenkaan ole viel\u00e4 tutkittu. \nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli laajentaa ymm\u00e4rryst\u00e4 siit\u00e4, miten vastuulliseksi pyrkiv\u00e4t B2B-yritykset voisivat hy\u00f6dynt\u00e4\u00e4 B2B-vaikuttajamarkkinointia vastuullisuuteen liittyv\u00e4ss\u00e4 viestinn\u00e4ss\u00e4\u00e4n ja millainen vaikuttaja sopisi t\u00e4h\u00e4n tarkoitukseen. Ilmi\u00f6n taustan ymm\u00e4rt\u00e4miseksi teoreettisessa viitekehyksess\u00e4 tarkasteltiin B2B-vaikuttajaa, B2B-vaikuttajamarkkinointia, B2B -vaikuttajamarkkinoinnin strategioita, vastuullista yritysbr\u00e4nd\u00e4yst\u00e4 ja vastuullisen yritysbr\u00e4ndin arvon yhteiskehitt\u00e4misprosessin hallintaa. Kvalitatiivisen tutkimuksen empiirinen osuus toteutettiin puolistrukturoiduilla haastatteluilla. Viisi haastateltavaa tulivat viidest\u00e4 eri vastuullisuutta toiminnassaan painottavasta yrityksest\u00e4. Ker\u00e4tty\u00e4 dataa analysoitiin temaattisella analyysill\u00e4, josta pyrittiin l\u00f6yt\u00e4m\u00e4\u00e4n toistuvia teemoja.\nJohtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan todeta, ett\u00e4 vastuullisuuteen pyrkiv\u00e4t B2B-yritykset voivat hy\u00f6dynt\u00e4\u00e4 vaikuttajamarkkinointia tehokkaasti, kun yrityksen sis\u00e4inen sitoutuminen sek\u00e4 viestint\u00e4 varmistetaan. Lis\u00e4ksi tutkimuksessa tunnistettiin erilaisia vaikuttajia ja havaittiin arvojen yhtenev\u00e4isyyden sek\u00e4 viestinn\u00e4n l\u00e4pin\u00e4kyvyyden merkitys, mik\u00e4 korostaa entisest\u00e4\u00e4n sopivan vaikuttajan valinnan merkityst\u00e4. Luomalla synteesi\u00e4 teoreettisten ja empiiristen havaintojen v\u00e4lill\u00e4 t\u00e4m\u00e4 tutkimus edisti vastuullisen yritysbr\u00e4nd\u00e4yksen ymm\u00e4rt\u00e4mist\u00e4 ja B2B vaikuttajamarkkinoinnin soveltamista my\u00f6s liikkeenjohdollisesta n\u00e4k\u00f6kulmasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The significance of conducting business with conscience; in an ethical, responsible, and sustainable manner, has gained paramount significance as the awareness of environmental and societal concerns has expanded. Businesses are increasingly expected to acknowledge and address the impact they exert throughout their business activities across the value chain. While influencer marketing has emerged as an effective marketing approach capable of influencing a company's image from a sustainability and responsibility standpoint, there is a research gap on how B2B-companies prioritizing ethicality and responsibility could utilize influencer marketing in their marketing communications. \nThe purpose of this study was to expand the understanding of how B2B companies operating conscientiously can effectively employ B2B influencer marketing to reach these objectives. To establish the theoretical background of this phenomenon, the concepts of B2B influencer, B2B influencer marketing, B2B influencer marketing strategies, conscientious corporate branding and managing conscientious corporate brand value co-creation process were further discussed. \nThis study employed a qualitative research approach to gather empirical data through five semi-structured interviews. The data obtained from the interviews was processed with thematic analysis to identify recurring themes and patterns. Conclusively, the findings indicate conscientious corporate brands can utilize B2B influencer marketing practices effectively if the internal commitment and communication is ensured. Furthermore, different types of influencers were identified, and the significance of values-congruency and communication integrity and transparency were discovered, highlighting the importance of suitable influencer selection. \nBy synthesizing theoretical and empirical findings, this study advanced the understanding of conscientious corporate branding and the application of B2Binfluencer marketing. The study also provided valuable managerial implications for incorporating influencer marketing into the marketing communication strategies of conscientious corporate brands.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-29T11:46:59Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-29T11:46:59Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "85", "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": "coscientous corporate branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Conscientious corporate branding via B2B influencer marketing", "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-202306294262", "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": "vastuullisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "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": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteiskuntavastuu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysstrategiat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "responsibility (properties)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "business-to-business marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencer marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "societal responsibility", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "corporate strategies", "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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