| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Salonen, Anna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Saarihuhta, Sauli", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-11-28T07:43:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-11-28T07:43:38Z", "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/123456789/92111", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkasteltiin, miten kuluttajan sitoutuminen sosiaalisessa mediassa syntyy ja millaisia vaikutuksia sill\u00e4 on br\u00e4ndille. Kuluttajien sitoutuminen on eri muodoissaan yrityksille t\u00e4rke\u00e4 voimavara, joka vaikuttaa asiakassuhteiden pitk\u00e4ik\u00e4isyyteen ja asiakkaiden lojaaliuuteen, sek\u00e4 kannustaa kuluttajia suosittelemaan br\u00e4ndi\u00e4 muille. Lis\u00e4ksi sill\u00e4 voidaan saavuttaa positiivisempia tuloksia markkinoinnille, sek\u00e4 vaikuttaa kuluttajien ostok\u00e4ytt\u00e4ytymiseen ja t\u00e4ten my\u00f6s yrityksen tuottavuuteen. T\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 sosiaalinen media on yksi parhaista v\u00e4ylist\u00e4 yrityksille sitouttaa kuluttajia br\u00e4ndeihin. Kun ymm\u00e4rret\u00e4\u00e4n, miten sitoutuminen sosiaalisessa mediassa syntyy, on mahdollista toteuttaa toimia br\u00e4ndin markkinoinnissa, jotka johtavat vahvempaan kuluttajien sitoutumiseen sosiaalisessa mediassa. Kun puolestaan ymm\u00e4rret\u00e4\u00e4n, millaisia vaikutuksia sosiaalisessa mediassa sitoutumisella on br\u00e4ndille ja asiakkaille, voidaan ymm\u00e4rt\u00e4\u00e4 sen arvo yrityksille.\nSosiaalisessa mediassa sitoutumisen syntymist\u00e4 tarkasteltiin sosiaalisen median markkinointi-muuttujan avulla. Kyseinen muuttuja kuvaa sosiaalisen median markkinoinnin toimia, jotka vastaavat kuluttajan motivaatioihin k\u00e4ytt\u00e4\u00e4 br\u00e4ndin sosiaalista mediaa. Tarkasteltuja sosiaalisessa mediassa sitoutumisen vaikutuksia t\u00e4ss\u00e4 tutkimuksessa puolestaan olivat br\u00e4ndisitoutuminen ja br\u00e4ndip\u00e4\u00e4oma, jotka molemmat ovat br\u00e4ndin menestymisen kannalta t\u00e4rkeit\u00e4 mittareita. My\u00f6s taustatekij\u00f6iden, eli i\u00e4n, sukupuolen, seuratun br\u00e4ndin toimialan ja seuraamiseen k\u00e4ytetyn sosiaalisen median alustan vaikutuksia testattiin muuttujiin. Tutkimusaineiston ker\u00e4\u00e4minen toteutettiin kvantitatiivisin metodein verkkokyselylomakkeella, johon saatiin 74 vastausta. Tutkimusaineiston analysointi suoritettiin IBM SPSS-ohjelmalla. \nTutkimuksen tulokset osoittivat, ett\u00e4 sosiaalisen median markkinoinnin toimilla on positiivinen vaikutus kaikkiin sosiaalisessa mediassa sitoutumisen osa-alueisiin. Sosiaalisessa mediassa sitoutumisen osa-alueista puolestaan kuluttamisella ja osallistumisella todettiin olevan positiivinen vaikutus kognitiivis-emotionaaliseen br\u00e4ndisitoutumiseen sek\u00e4 kokonaisbr\u00e4ndip\u00e4\u00e4omaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-11-28T07:43:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-11-28T07:43:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "sosiaalisessa mediassa sitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndisitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndip\u00e4\u00e4oma", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajan sitoutumisen muodostuminen sosiaalisessa mediassa ja vaikutukset br\u00e4ndille", "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-202311288119", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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": "sitoutuminen (toiminta)", "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"}]
|