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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sinelampi, Matias", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-02-27T07:52:31Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-02-27T07:52:31Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/93677", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Rahoitusalalle muodostuu kaiken aikaa uudenlaisia toimijoita, jotka hy\u00f6dynt\u00e4v\u00e4t uudenlaista teknologiaa sek\u00e4 -s\u00e4\u00e4ntely\u00e4 muuttuvassa asiakkaiden kulutusk\u00e4ytt\u00e4ytymisess\u00e4. Uudet toimijat, kuten lainavertailupalvelut tarjoavat asiakkaille uudentavan vertailla ja kilpailuttaa eri pankkeja tai rahoituslaitoksia, ja heid\u00e4n mahdollistamia luottoja. Suomessa kulutusluottojen nostom\u00e4\u00e4r\u00e4t ovat nousussa. T\u00e4h\u00e4n ovat vaikuttaneet esimerkiksi koronapandemia 2019 sek\u00e4 nykyinen geopoliittinen tilanne, joilla on ollut vaikutus esimerkiksi tuotteiden ja palveluiden hintatasoihin sek\u00e4 kulutusluottojen korkotasoihin. \n T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena oli selvitt\u00e4\u00e4 suomalaisten lainavertailupalveluiden sosiaalisen median hy\u00f6dynt\u00e4mist\u00e4, tunnistaa parhaita viestinn\u00e4n k\u00e4yt\u00e4nt\u00f6j\u00e4 sek\u00e4 tarkastella lainavertailupalveluiden sosiaalisen median viestinn\u00e4n eettisyytt\u00e4. Tutkielma toteutettiin kvalitatiivisena tutkimuksena, ja tutkielman aineisto ker\u00e4ttiin netnografian avulla. Netnografia toteutettiin yhdeks\u00e4\u00e4n (9) suomalaiseen lainavertailupalveluun kahdella (2) sosiaalisen median alustalla, joita olivat Facebook ja Instagram. Netnografian avulla tutkimuksella pyrittiin l\u00f6yt\u00e4m\u00e4\u00e4n mahdollisia asiakassitoutumiseen liittyvi\u00e4 tekij\u00f6it\u00e4, eli julkaisuajankohdan, julkaisun formaatin, -sis\u00e4lt\u00f6tyypin, -interaktiivisuuden ja kommenttien kautta. Lis\u00e4ksi tutkimuksella pyrittiin selvent\u00e4m\u00e4\u00e4n sit\u00e4, miten lainavertailupalvelut viestiv\u00e4t sosiaalisen median kanavilla, ja onko viestint\u00e4 eettist\u00e4.\n Tutkielman tuloksista k\u00e4vi ilmi, ett\u00e4 lainavertailupalvelut hy\u00f6dynt\u00e4v\u00e4t yleisesti v\u00e4h\u00e4n tai ei niin kattavasti sosiaalisen median kanavia viestinn\u00e4ss\u00e4\u00e4n. Vain osa tutkielmaan valituista yrityksist\u00e4 hy\u00f6dynt\u00e4\u00e4 sosiaalisen median kanavia s\u00e4\u00e4nn\u00f6llisesti, jolloin mahdollista asiakassitoutumista on vaikea mahdollistaa sek\u00e4 luoda tietoisuutta yrityksest\u00e4 ja yrityksen tosiasiallisesta toiminnasta. Tutkielmassa esitellyille lainavertailupalveluille tyypillist\u00e4 on se, ettei heill\u00e4 ole suoranaista kohderyhm\u00e4\u00e4 sosiaalisen median viestinn\u00e4lle. Lis\u00e4ksi viestinn\u00e4ss\u00e4 erottuu er\u00e4\u00e4nlainen \u201dtalouspesu\u201d, jonka kautta kulutusluotoista viestit\u00e4\u00e4n edullisina tai taloudellisina vaihtoehtoina mahdollisille asiakkaille. Tutkielmassa esiteltyjen yritysten viestint\u00e4 on p\u00e4\u00e4s\u00e4\u00e4nt\u00f6isesti eettist\u00e4 TARES-malliin sovellettuna, mutta osa yrityksist\u00e4 hy\u00f6dynt\u00e4\u00e4 ns. kumppanuusliiketoimintaa, joka ilmenee siin\u00e4, miten he avaavat omaa liiketoimintaa sosiaalisen median kanavissa. N\u00e4m\u00e4 yritykset viestiv\u00e4t olevansa perinteisi\u00e4 lainavertailupalveluita, mutta tosiasiallisesti he toimivat kuluttajien sek\u00e4 oikeiden lainavertailujen v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-02-27T07:52:31Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-02-27T07:52:31Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "98", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalisen median mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakassitoutuneisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lainavertailupalvelut", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Lainavertailupalveluiden sosiaalisen median asiakassitoutuneisuus ja viestinn\u00e4n eettisyys", "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-202402272149", "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": "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": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "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": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulutusluotot", "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": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Facebook", "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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "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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