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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kakkonen, Saara-Liina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-29T11:55:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-29T11:55:18Z", "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/123456789/88133", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ihmiskunnan tulevaisuutta uhkaa ekologinen kest\u00e4vyyskriisi, jota kuvastavat ilmastonmuutos ja luonnon monimuotoisuuden k\u00f6yhtyminen. Suuren vaikutuksen ilmi\u00f6n ymp\u00e4rille luo ilmailuala, sen ollessa yksi maailman saastuttavimmista kulutusmuodoista. T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena on tarkastella, mit\u00e4 ekologinen yhteiskuntavastuu ja kest\u00e4vyysmurros tarkoittavat ilmailualalla ja miten lentoyhti\u00f6t viestiv\u00e4t ekologisesta yhteiskuntavastuusta sosiaalisessa mediassa sek\u00e4 mink\u00e4lainen vastaanotto sis\u00e4ll\u00f6ll\u00e4 on kuluttajien keskuudessa ottaen my\u00f6s huomioon, onko sill\u00e4 yhteytt\u00e4 julkaisumuodon kanssa.\nTutkimus suoritettiin kvalitatiivisena tutkimuksena ja aineisto ker\u00e4ttiin Instagramista ja TikTokista netnografiaa hy\u00f6dynt\u00e4m\u00e4ll\u00e4. Tutkimusjoukko rajattiin 13:ta molemmissa sosiaalisen median kanavissa aktiivisesti julkaisevaan luotettavaksi koettuun lentoyhti\u00f6\u00f6n. Aineistonkeruu toteutettiin aikav\u00e4lill\u00e4 24.10.2022-24.4.2023, mik\u00e4 tuotti yhteens\u00e4 49 julkaisua. Tutkimukseen mukaan otettu kest\u00e4vyysviestint\u00e4 oli kohdistettu kuluttajille. Aineistonanalyysi tehtiin teoriasidonnaisen sis\u00e4ll\u00f6nanalyysin avulla.\nTutkimuksen tulosten mukaan lentoyhti\u00f6t tekev\u00e4t kest\u00e4vyysviestint\u00e4\u00e4 kohtuullisen v\u00e4h\u00e4n ja erot julkaisuiden m\u00e4\u00e4riss\u00e4 lentoyhti\u00f6iden kesken ovat n\u00e4ht\u00e4viss\u00e4. Lentoyhti\u00f6iden kest\u00e4vyysviestinn\u00e4n yleisimm\u00e4t l\u00e4hestymistavat olivat tietoisuuden lis\u00e4\u00e4minen yrityksen vastuullisista toimista ja tuotteista viestittyn\u00e4 niin, ett\u00e4 aihe oli julkaisun ensisijaisena tarkoituksena. T\u00e4llaisissa informatiivisissa sis\u00e4ll\u00f6iss\u00e4 oli my\u00f6s yhteys korkeampaan sitoutumisasteeseen. Teemat mink\u00e4 alle aiheet meniv\u00e4t, olivat ekotehokkuus, eko-oikeudenmukaisuus ja ekovaikuttavuus, joista vahvimpana nousi ekotehokkuus. Kest\u00e4vyysviestint\u00e4\u00e4 tehtiin eniten Instagramiin niin videoina kuin kuvinakin toteutettuina. Kuluttajien yleisin tapa reagoina lentoyhti\u00f6iden kest\u00e4vyysviestint\u00e4\u00e4n oli kommentoida positiiviseksi miellett\u00e4v\u00e4 emoji tai lyhyt aiheeseen liittyv\u00e4 kirjoitettu kommentti. Viestin sitoutumista nosti esimerkiksi sen positiivinen kehyst\u00e4minen ja henkil\u00f6kohtaisuuden tunteen her\u00e4\u00e4minen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-29T11:55:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-29T11:55:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "108", "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": "ekologinen yhteiskuntavastuu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kest\u00e4vyysviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Lentoyhti\u00f6iden kest\u00e4vyysviestint\u00e4 ja ekologinen yhteiskuntavastuu : sosiaalisen median julkaisut ja niiden vastaanotto", "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-202306294263", "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", 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