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[{"key": "dc.contributor.advisor", "value": "Olbertz-Siitonen, Margarete", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tikkanen, Sami", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-07-06T07:32:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-07-06T07:32:22Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88250", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Br\u00e4ndien ja tutkijoiden kiinnostus Web 2.0 ja sosiaalisen median mahdollistamia online-br\u00e4ndiyhteis\u00f6j\u00e4 kohtaan on noussut viime vuosien saatossa. N\u00e4iden yhteis\u00f6jen keski\u00f6ss\u00e4 on yhteis\u00f6n j\u00e4senten v\u00e4linen vuorovaikutus, joka sitouttaa ja tuottaa arvoa sek\u00e4 j\u00e4senille, ett\u00e4 br\u00e4ndille. Online-br\u00e4ndiyhteis\u00f6j\u00e4 on tutkittu muun muassa erilaisilla keskustelufoorumeilla ja Facebookissa, mutta suosittu videopalvelu, Youtube, on j\u00e4\u00e4nyt v\u00e4hemm\u00e4lle huomiolle t\u00e4ss\u00e4 yhteydess\u00e4.\r\n\r\nT\u00e4m\u00e4n tutkielman tarkoituksena on selvitt\u00e4\u00e4, onko online-br\u00e4ndiyhteis\u00f6j\u00e4 olemassa Youtube-alustalla, ja jos on, mink\u00e4laisia erikoispiirteit\u00e4 niill\u00e4 on. T\u00e4m\u00e4n lis\u00e4ksi tarkastellaan, mink\u00e4laisia k\u00e4yt\u00e4nteit\u00e4 yhteis\u00f6iss\u00e4 k\u00e4ytet\u00e4\u00e4n, ja miten tutkimukseen valittujen yhteis\u00f6jen j\u00e4senten vuorovaikutuksessa syntyy arvoa k\u00e4yt\u00e4nteiden avulla. Arvonluontia k\u00e4sitteleviss\u00e4 tutkimuksissa on tunnistettu kuusitoista arvonluonnin k\u00e4yt\u00e4nnett\u00e4.\r\n\r\nTutkimusmenetelm\u00e4ksi valittiin netnografia, joka on perinteisen etnografian pohjalta syntynyt, erityisesti online-kulttuurien ja -yhteis\u00f6jen vuorovaikutuksen tutkimiseen soveltuva menetelm\u00e4. Tutkimuksen kohteeksi valikoitui br\u00e4ndi, joka yll\u00e4pit\u00e4\u00e4 kahta online-br\u00e4ndiyhteis\u00f6\u00e4 Youtubessa: Beardbrand ja Beardbrand Alliance. Tutkimuksen aineisto koostui yhteis\u00f6n j\u00e4senten vuorovaikutuksesta otetuista kuvakaappauksista, joita kertyi 340.\r\n\r\nTutkimuksen tulokset vahvistivat, ett\u00e4 br\u00e4ndin Youtube-yhteis\u00f6t t\u00e4yttiv\u00e4t online-br\u00e4ndiyhteis\u00f6n ominaispiirteet. Samalla tehtiin my\u00f6s havaintoja alustan rajoituksista online-br\u00e4ndiyhteis\u00f6n j\u00e4senen n\u00e4k\u00f6kulmasta. Tutkimuksen tuloksena selvisi my\u00f6s, ett\u00e4 kummastakin yhteis\u00f6st\u00e4 l\u00f6ytyi laajalti esimerkkej\u00e4 l\u00e4hes jokaisesta k\u00e4yt\u00e4nteest\u00e4, mit\u00e4 voidaan pit\u00e4\u00e4 merkkin\u00e4 elinvoimaisesta online-br\u00e4ndiyhteis\u00f6st\u00e4. Tutkimuksessa k\u00e4vi ilmi, kuinka k\u00e4yt\u00e4n-teet toimivat usein yhdess\u00e4 toisten k\u00e4yt\u00e4nteiden kanssa, ja ovat usein kilpailullisia sek\u00e4 tuovat j\u00e4senille p\u00e4\u00e4omaa yhteis\u00f6n sis\u00e4ll\u00e4. Osallistumalla k\u00e4yt\u00e4nteisiin, j\u00e4senet loivat arvoa, mik\u00e4 puolestaan vahvisti heid\u00e4n sitoutumistaan br\u00e4ndiyhteis\u00f6\u00f6n ja sit\u00e4 kautta my\u00f6s br\u00e4ndiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Brands and researchers have become increasingly interested in online brand communities that Web 2.0 and social media have enabled. At the core of these communities is the interaction between its members, which creates value to both the brand and its community. Research on online brand communities has examined communities on platforms such as discussion forums and Facebook, but the popular video streaming service, Youtube, has received less attention in this particular context.\r\n\r\nThe aim of this study is to discover if online brand communities exist on Youtube, and if they do, what kind of attributes they possess. Furthermore, the study examines what kind of practices exist in the chosen online brand communities, and how practices create value. Studies on value creation have identified sixteen different practices that create value in brand communities. \r\n\r\nNetnography was chosen as the research method of this study. It is a methodology, based on traditional ethnography, that is best suited for the investigation of online culture and communities. The chosen research site is a brand that hosts two online brand communities on Youtube: Beardbrand and Beardbrand Alliance. The data in this study consists of 340 screenshots of community interaction in total. \r\n\r\nThe results of the study confirmed that the brand\u2019s Youtube communities possessed all the markers of online brand communities. Observations were also made on what were the platform\u2019s limitations from the perspective of online brand community members. Findings also showed that both of the chosen brand communities exhibited nearly all of the identified practices, which is indicates that the communities are vital. The study also demonstrates how practices often work in conjunction with other practices, are often competitive in nature and provide cultural capital to members within the community. Participation in practices created value for community members, which in turn deepened their engagement with the online brand community and the brand.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-07-06T07:32:22Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-07-06T07:32:22Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "56", "language": null, "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": "netnography", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Value creation in online brand communities on Youtube", "language": null, "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-202307064385", "language": null, "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Master's Degree Programme in Intercultural Management and Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Intercultural Management and Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": null, "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": "3134", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkoyhteis\u00f6t", "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": "YouTube", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "online communities", "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": "YouTube", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "value creation", "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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