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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kemppinen, Anni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-08-18T05:23:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-08-18T05:23:43Z", "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/123456789/88581", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajat ovat sosiaalisen median alustojen tarjoamien voimaantumisen sek\u00e4\nsis\u00e4ll\u00f6nluomis- ja vaikutusmahdollisuuden my\u00f6t\u00e4 alkaneet vaikuttaa yhteiskunnan ep\u00e4kohtiin yhteiskunnallisten liikkeiden ja hashtagaktivismin kautta, jolla \ntarkoitetaan sosiaalisessa mediassa tietyn asian puolesta tai vastaan tapahtuvaa\nkollektiivista protestia. Koska kuluttajat vaativat my\u00f6s yrityksilt\u00e4 kannanottoja \nyhteiskuntapoliittisiin teemoihin, kuten tasa-arvokysymyksiin, aihetta on oleellista tutkia negatiivisten vaikutusten ehk\u00e4isemiseksi yhteiskuntapoliittisen aktivismin ollessa usein riskipitoista polarisoivuutensa takia.\n T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena oli tutkia miten case-br\u00e4ndi\nDove k\u00e4ytt\u00e4\u00e4 #LetsChangeBeauty:a yhteiskuntapoliittisista aiheista viestimiseen ja tuottaa lis\u00e4\u00e4 tietoa siit\u00e4, miten asiakassitoutumiseen vaikuttavat tekij\u00e4t \ntoimivat Doven yhteiskuntapoliittisen hashtagaktivismin kontekstissa Instagramissa. Tutkielma toteutettiin kvalitatiivisena tapaustutkimuksena, jossa\nhashtagaktivismia ja yhteiskuntapoliittista aktivismia tutkitaan yhdess\u00e4 markkinoinnin n\u00e4k\u00f6kulmasta asiakassitoutumiseen vaikuttavien tekij\u00f6iden eli julkaisuajankohdan, julkaisun formaatin, -sis\u00e4lt\u00f6tyypin ja \u2013interaktiivisuuden kautta. \n Tutkielman tuloksista k\u00e4vi ilmi, ett\u00e4 julkaisuajankohtaa koskien viikonp\u00e4ivill\u00e4 ei havaittu vaikutusta asiakassitoutumisen m\u00e4\u00e4r\u00e4\u00e4n, mutta asiakassitoutumisen m\u00e4\u00e4r\u00e4 on Doven kampanjoiden alussa suurempi kuin lopussa. Julkaisujen \nformaateista videot aiheuttivat eniten asiakassitoutumista erityisesti kommentoinnin osalta, mik\u00e4 on linjassa aikaisemman tutkimuksen kanssa. T\u00e4m\u00e4n tutkielman aineistossa sis\u00e4ll\u00f6lt\u00e4\u00e4n sek\u00e4 tunteelliset ett\u00e4 informatiiviset julkaisut \ntuottivat pelkk\u00e4\u00e4 tunteellista sis\u00e4lt\u00f6\u00e4 suurempaa asiakassitoutumista, mik\u00e4 on\nuusi havainto. Julkaisujen interaktiivisuuden yhteydess\u00e4 havaittiin vastoin aikaisempaa tutkimusta, ett\u00e4 kysymykset eiv\u00e4t aiheuttaneet suurempaa keskim\u00e4\u00e4r\u00e4ist\u00e4 kommentointim\u00e4\u00e4r\u00e4\u00e4 verrattuna muihin julkaisuihin. Lopuksi Doven \n#LetsChangeBeauty-viestint\u00e4 osoitti esimerkill\u00e4\u00e4n, oman asiakaskunnan tuntemisen t\u00e4rkeyden yhteiskuntapoliittisen hashtagaktivismin yhteydess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-08-18T05:23:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-08-18T05:23:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "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": "hashtagaktivismi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakassitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisuajankohta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisun formaatti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisun sis\u00e4lt\u00f6tyyppi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "julkaisun interaktiivisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteiskuntapoliittinen aktivismi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Dove", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yhteiskuntapoliittinen hashtagaktivismi ja asiakassitoutuminen : case Dove", "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-202308184681", "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": "restrictedAccess", "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": "aktivismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteiskunnalliset liikkeet", "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"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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