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[{"key": "dc.contributor.advisor", "value": "Taiminen, Heini", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ky\u00f6sti, Senni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-12-19T07:40:56Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-12-19T07:40:56Z", "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/123456789/92398", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Julkinen sektori, kuten muukin maailma, on murroksessa. Julkiselta sektorilta edellytet\u00e4\u00e4n yh\u00e4 avoimempaa ja tehokkaampaa kommunikaatiota sek\u00e4 kansalaisten osallistamista. Samalla uudet teknologiat muuttavat toimintaymp\u00e4rist\u00f6\u00e4, ja tiedeyhteis\u00f6 k\u00e4ytt\u00e4\u00e4kin nykyajasta termi\u00e4 \u201dylisosiaalinen maailma\u201d (hyperconnected world). Kaiken lis\u00e4ksi julkisen sektorin on tasapainoteltava yhteiskunnallisten arvojen ja toisaalta taloudellisten reunaehtojen v\u00e4lill\u00e4.\nBr\u00e4ndit saattavat olla ratkaisu t\u00e4h\u00e4n tasapainotteluun. Br\u00e4ndi on julkisella sektorilla uudehko teema, mutta aiempi tutkimus julkisen sektorin br\u00e4ndinrakennusta koskien osoittaa, ett\u00e4 br\u00e4ndit voivat todella olla hy\u00f6dyksi julkisen sektorin organisaatioille.\nSosiaalinen media voi toimia tehokkaana ty\u00f6kaluna br\u00e4ndinrakennuksessa. Julkisen sektorin organisaatiot hy\u00f6dynt\u00e4v\u00e4t jo sujuvasti sosiaalista mediaa esimerkiksi tiedon levitt\u00e4misess\u00e4, mutta julkinen sektori voi hy\u00f6dynt\u00e4\u00e4 sosiaalista mediaa my\u00f6s monella muulla tapaa, muun muassa br\u00e4ndity\u00f6ss\u00e4.\nAiempi tutkimus ei tarjoa juurikaan k\u00e4yt\u00e4nn\u00f6n malleja siit\u00e4, miten julkinen sektori voisi k\u00e4yt\u00e4nn\u00f6ss\u00e4 rakentaa br\u00e4ndej\u00e4 ja samalla hy\u00f6dynt\u00e4\u00e4 sosiaalista mediaa. Siten t\u00e4m\u00e4n tutkimuksen tarkoituksena on monitapaustutkimuksen keinoin selvitt\u00e4\u00e4, miten alan edell\u00e4k\u00e4vij\u00e4t n\u00e4it\u00e4 toimintoja ty\u00f6ss\u00e4\u00e4n hy\u00f6dynt\u00e4v\u00e4t. Tutkimuksen aineisto on ker\u00e4tty kymmenen alan ammattilaisen haastattelulla, ja aineiston analyysi on tehty teemoittelun keinoin.\nTutkimuksen tulokset osoittavat, ett\u00e4 vaikka br\u00e4ndi on konseptina melko tuore tulokas julkisella sektorilla, kiinnostus sit\u00e4 kohtaan lis\u00e4\u00e4ntyy nopeasti. Julkinen sektori on omaksunut kokonaisvaltaisen l\u00e4hestymistavan br\u00e4ndeihin: br\u00e4ndien tarkoituksena on edustaa organisaation t\u00e4rkeimpi\u00e4 ominaisuuksia ja br\u00e4ndej\u00e4 pyrit\u00e4\u00e4n tuomaan esiin kaikessa organisaation toiminnassa, my\u00f6s sosiaalisessa mediassa. Sosiaalinen media vaikuttaisikin olevan tehokas br\u00e4ndinrakennuksen ty\u00f6kalu, jonka kautta organisaatio voi tuoda esiin uusia puolia itsest\u00e4\u00e4n. Sek\u00e4 br\u00e4ndit ett\u00e4 sosiaalinen media voivat parhaimmillaan auttaa organisaatioita toteuttamaan missiotaan ja palvelemaan asiakkaitaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Public sector, along with the rest of the world, is facing changes. The sector is expected to provide more open and efficient communication and to include citizens in their processes. At the same time, new technologies are changing the operating environment. The academia is referring to this time as \u201dhyperconnected world\u201d. In addition, the public sector must always balance with the duality caused by the economical limitations and serving of utilitarian values.\nFor this endeavour, brands can be of use. Brand is a rather new concept for public sector, but the existing literature on public sector branding demonstrates many ways in which brands can be truly beneficial for the sector.\nA new possibility for branding is social media. The public sector organizations seem to already have noted the effectiveness of information dissemination through social media, but there are also other ways to benefit from social media, including branding.\nPrior research offers little suggestions for practical ways in which public sector could brand and utilize social media. Thus, the objective of this thesis is to identify the ways in which the forerunner organizations of public sector are already building brands and using social media. For this cause, multiple case study method is applied. The interview data from 10 interviews with professionals of the field is analysed with theme-based methods.\nThe findings of the study show that the concept of brand is a rather novel but fast-growing subject in public sector, and that the public sector organizations are adapting a holistic view of branding: the brand displays the key organizational attributes and the organizations\u2019 aim is to display their brand in everything they do, including social media. Social media seems to be a powerful tool through which the organizations can express themselves in new ways. In the end, both branding and social media can help public sector organizations in executing their missions and better serving their customers.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-12-19T07:40:56Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-12-19T07:40:56Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "57", "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": "public sector branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Public Sector Branding and Social Media Use", "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-202312198393", "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": "julkinen sektori", "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": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "julkinen hallinto", "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": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "public sector", "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": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "public administration", "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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