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[{"key": "dc.contributor.advisor", "value": "Taiminen, Heini", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Saari, Anni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-07T10:36:47Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-07T10:36:47Z", "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/123456789/94726", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Social media has made connecting with influencers easier than ever. These lower-scale celebrities are more accessible and followers can easily connect with them through their screens. Some followers create more intense connections with the influencers to the point that they form one-sided illusional relationships, known as parasocial relationships, with the influencer. \r\n\r\nThis master\u2019s thesis discusses the formation of parasocial relationships online and specifically how influencers within the Planner Community facilitate the formation of parasocial relationships. Attractiveness, prestige, expertise, self-disclosure and interactivity were identified in existing literature as influence attempts or facilitators of parasocial relationships. \r\n\r\nBrand communities are online communities that are beneficial for both the brand and followers of the brand. The brand gets free marketing and user created content, while the followers get to share their experiences with the brand and connect with likeminded individuals. The Planner Community is a brand community where the brand is not a single brand but rather planning as a hobby. \r\n\r\nThe research was conducted as a qualitative content analysis that utilized an abductive approach. A qualitative research method was chosen because the aim of the thesis is to gain an understanding of a process in a specific context that can not necessarily be generalized to other contexts, such as other brand communities. Data was gathered from a total of 15 videos, 5 videos per planner influencer. The data was categorized into predetermined categories, which, alongside additional findings, were looked at for patterns and insights. \r\n\r\nResults of the study were in line with previous literature, reinforcing the understanding that influence attempts are used by celebrities/influencers to encourage the formation of parasocial relationships. This thesis also adds to existing theory by describing how these influence attempts present themselves in video context. Additionally, the research showed that characteristics of brand communities, shared traditions and rituals, moral responsibility and consciousness of kind, were present in the studied videos.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisessa mediassa vaikuttajiin on helppo olla yhteydess\u00e4. N\u00e4m\u00e4 pienemm\u00e4n mittakaavan julkisuuden henkil\u00f6t ovat helpommin tavoitettavissa, ja seuraajat voivat my\u00f6s helpommin muodostaa heihin yhteyden. Jotkut seuraajat luovat intensiivisempi\u00e4 yhteyksi\u00e4 vaikuttajiin ja jopa muodostavat yksipuolisia illuusiosuhteita. \r\n\r\nT\u00e4m\u00e4 pro gradu -tutkielma k\u00e4sittelee parasosiaalisten suhteiden muodostumista verkossa ja erityisesti sit\u00e4, kuinka kalenteriyhteis\u00f6n vaikuttajat edesauttavat parasosiaalisten suhteiden muodostumista. Vetovoimaisuus, arvostus, asiantuntemus, itsest\u00e4\u00e4n kertominen ja vuorovaikutteisuus tunnistettiin kirjallisuudesta vaikuttamisyrityksiksi eli parasosiaalisten suhteiden edist\u00e4jiksi. \r\n\r\nBr\u00e4ndiyhteis\u00f6t ovat verkkoyhteis\u00f6j\u00e4, joista on hy\u00f6ty\u00e4 sek\u00e4 br\u00e4ndille ett\u00e4 br\u00e4ndin seuraajille. Br\u00e4ndi saa ilmaista markkinointia ja k\u00e4ytt\u00e4jien luomaa sis\u00e4lt\u00f6\u00e4. Seuraajat puolestaan p\u00e4\u00e4sev\u00e4t jakamaan br\u00e4ndikokemuksiaan ja luomaan suhteita samanhenkisten ihmisten kanssa. Kalenteriyhteis\u00f6 on br\u00e4ndiyhteis\u00f6, jossa br\u00e4ndi ei ole yksitt\u00e4inen br\u00e4ndi vaan kalenterin k\u00e4ytt\u00e4minen harrastuksen muodossa. \r\n\r\nTutkimus tehtiin kvalitatiivisena sis\u00e4lt\u00f6analyysin\u00e4, jossa hy\u00f6dynnettiin abduktiivista l\u00e4hestymistapaa. Kvalitatiivinen tutkimusmenetelm\u00e4 valittiin, koska tutkielman tavoitteena on ymm\u00e4rt\u00e4\u00e4 prosessi tietyss\u00e4 kontekstissa, jota ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 voida yleist\u00e4\u00e4 muihin konteksteihin, kuten esimerkiksi muihin br\u00e4ndiyhteis\u00f6ihin. Data ker\u00e4ttiin yhteens\u00e4 15 videosta, 5 videota per vaikuttaja. Data luokiteltiin ennalta m\u00e4\u00e4r\u00e4ttyihin luokkiin, jonka j\u00e4lkeen ne lis\u00e4havaintoineen k\u00e4ytiin l\u00e4pi, tavoitteena l\u00f6yt\u00e4\u00e4 yhtenev\u00e4isyyksi\u00e4. \r\n\r\nTutkimuksen tulokset vahvistivat aiemman kirjallisuuden k\u00e4sityst\u00e4 siit\u00e4, ett\u00e4 vaikuttajat hy\u00f6dynt\u00e4v\u00e4t vaikuttamisyrityksi\u00e4 luodakseen edellytykset parasosiaalisten suhteiden muodostumiselle. T\u00e4m\u00e4 tutkielma my\u00f6s t\u00e4ydent\u00e4\u00e4 olemassa olevaa teoriaa parasosiaalisista suhteista kuvaamalla, miten vaikuttamisyritykset esiintyv\u00e4t videokontekstissa. Tutkimuksessa havaittiin, ett\u00e4 br\u00e4ndiyhteis\u00f6jen ominaisuudet, eli yhteiset perinteet ja rituaalit, moraalinen vastuu ja tietoisuus samankaltaisuudesta, olivat n\u00e4ht\u00e4viss\u00e4 videoista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-05-07T10:36:46Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-07T10:36:47Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "58", "language": null, "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The Formation of Parasocial Relationships Via Video Content in a Brand Community", "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-202405073504", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "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.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": "Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"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.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"}, {"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/en/workspaces/facilities/facilities#autotoc-item-autotoc-2).", "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/fi/tyoskentelytilat/laitteet-ja-tilat#autotoc-item-autotoc-2.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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