| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Shaikh, Aijaz", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vanha-Aho, Maija", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-09-29T06:03:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-09-29T06:03:15Z", "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/123456789/89306", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma tutkii suhdetta Z-sukupolveen kuuluvien kuluttajien, sosiaalisen median ja mikrovaikuttajamarkkinoinnin v\u00e4lill\u00e4. Tutkielma hy\u00f6dynt\u00e4\u00e4 kvalitatiivista tutkimusmenetelm\u00e4\u00e4 ja puolistrukturoitujen haastatteluiden avulla ker\u00e4t\u00e4\u00e4n dataa Z-sukupolven n\u00e4kemyksist\u00e4 ja asenteista sosiaalista mediaa ja mikrovaikuttajamarkkinointia kohtaan. Haastatteluihin osallistui kahdeksan Z-sukupolven edustajaa, joista viisi oli naisia ja kolme miehi\u00e4. Tutkimuksen analyysimetodina k\u00e4ytettiin temaattista analyysia, joka paljasti mielenkiintoisia havaintoja Z-sukupolven sosiaalisen median k\u00e4yt\u00f6st\u00e4 ja asenteista sosiaalisen median markkinointia ja mikrovaikuttajamarkkinointia kohtaan. Tutkielman l\u00f6yd\u00f6kset viittaavat siihen, ett\u00e4 mikrovaikuttajamarkkinoinnilla on merkitt\u00e4v\u00e4 vaikutus Z-sukupolven kuluttajak\u00e4ytt\u00e4ytymiseen ja eri sosiaalisen median kanavat, kuten Instagram ja TikTok ovat isossa roolissa t\u00e4m\u00e4n sukupolven p\u00e4ivitt\u00e4isess\u00e4 el\u00e4m\u00e4ss\u00e4. Lis\u00e4ksi tutkielman my\u00f6t\u00e4 voidaan tehd\u00e4 johtop\u00e4\u00e4t\u00f6s siit\u00e4, ett\u00e4 Z-sukupolvi arvostaa autenttisuutta, uskottavuutta ja samaistuttavuutta mikrovaikuttajista puhuttaessa. Z-sukupolvi luottaa mielell\u00e4\u00e4n mikrovaikuttajien suosituksiin, sill\u00e4 ne koetaan aitoina ja luotettavina. T\u00e4m\u00e4 johtop\u00e4\u00e4t\u00f6s tukee l\u00e4hteenuskottavuusteoriaa, joka on yksi tutkielman p\u00e4\u00e4teemoista. Mit\u00e4 luotettavampana l\u00e4hde n\u00e4hd\u00e4\u00e4n, sit\u00e4 tehokkaampana h\u00e4nen suosituksensa ja sis\u00e4lt\u00f6ns\u00e4 koetaan. Tutkimuksen johtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan todeta, ett\u00e4 mikrovaikuttajamarkkinointi on arvokas strategia yrityksille, jotka haluavat tavoittaa Z-sukupolven j\u00e4seni\u00e4 ja t\u00e4ten yritysten tulisi priorisoida mikrovaikuttajia, jotka ovat yhteensopivia yrityksen profiilin kanssa ja joiden kanssa voidaan muodostaa pitk\u00e4aikaisia yhteist\u00f6it\u00e4 maksimoidakseen sis\u00e4ll\u00f6n vaikutuksen kuluttajak\u00e4ytt\u00e4ytymiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This master's thesis examines the connection between Z-generation consumers, social media, and micro-influencer marketing. The study uses semi-structured thematic interviews to collect data and acquire insights into the perspectives and attitudes of the Z- generation about social media and micro-influencer marketing. Eight members of the Z generation, including both men and women, participated in the interviews. The data were analyzed using thematic analysis, which produced some valuable results regarding the Z generation's use of social media and attitudes toward social media marketing and micro-influencer marketing. The results show that social media platforms like Instagram and TikTok are popular among this generation, and that micro-influencer marketing has a substantial impact on how the Z-generation behaves as consumers. The study also shows that the Z-generation appreciates authenticity, credibility, and relatability in micro-influencer marketing and that they are more likely to believe endorsements from micro-influencers they believe to be sincere and reliable. This conclusion supports source credibility theory, which emerged as one of the main themes of the thesis. The more trustworthy the source is viewed, the more effective their recommendations and content are perceived. In order to maximize their influence on consumer behavior, businesses should prioritize choosing micro-influencers who fit their company profile and with whom they can form long-term collaborations. The research comes to the conclusion that micro-influencer marketing is a valuable strategy for businesses targeting the Z-generation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-09-29T06:03:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-09-29T06:03:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "67", "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": "micro-influencer marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "source credibility theory", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Effects of micro-influencer marketing on Z-generation behavior", "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-202309295324", "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": "z-sukupolvi", "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": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "generation z", "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": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "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"}]
|