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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heikura, Laura", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-20T10:31:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-20T10:31:38Z", "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/123456789/94995", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa perehdyt\u00e4\u00e4n frisbeegolfurheilijoiden henkil\u00f6br\u00e4ndin rakennukseen sosiaalisessa mediassa. Tutkimuksessa laajennetaan aiempien tutkimusten tuloksia urheilijoiden henkil\u00f6br\u00e4ndin rakennukseen liittyen (ks. esim. Dumont & Ots, 2020; Hodge & Walker (2015); Jara Pazmino & Pack, 2023). Tutkimuksen tavoitteena on tarkastella urheilijoiden henkil\u00f6br\u00e4ndin rakennusta haasteiden kautta ottaen huomioon my\u00f6s urheilijoiden sponsorit ja seuraajat. T\u00e4llaista tutkimusasetelmaa ei ole ollut aiemmissa tutkimuksissa. Tutkimus toteutettiin laadullisesti haastattelemalla 15 suomalaista frisbeegolfurheilijaa. Tutkimusdatan analysoinnissa k\u00e4ytettiin Glaser & Strauss (1967) kehitt\u00e4m\u00e4\u00e4 jatkuvaa vertailumenetelm\u00e4\u00e4. Tutkimuksessa havaittiin, ett\u00e4 urheilijat ovat suhteellisen tietoisia henkil\u00f6br\u00e4ndist\u00e4 yleisell\u00e4 tasolla, mutta he kaipaavat lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 erityisesti yksil\u00f6llisell\u00e4 tasolla. Urheilijat kokevat suurimpina haasteina henkil\u00f6br\u00e4ndin rakentamisessa sosiaalisessa mediassa alustaan liittyv\u00e4t haasteet sek\u00e4 erilaisten resurssien puuteen. Sponsorit vaikuttavat urheilijoiden henkil\u00f6br\u00e4ndiin erityisesti sopimuksessa sovittujen asioiden sek\u00e4 symbolisen ja materiaalisen resurssin avulla. Lis\u00e4ksi havaittiin, ett\u00e4 seuraajien merkitys urheilijoiden henkil\u00f6br\u00e4ndiin ei ole kovin suuri, mutta heid\u00e4n toiminnallaan voi olla henkinen vaikutus esimerkiksi urheilijan motivaatioon, mink\u00e4 lis\u00e4ksi seuraajilla on tiedollinen vaikutus, sill\u00e4 he antavat urheilijalle tietoa h\u00e4nen toimintansa onnistumisesta kommenttien ja reaktioiden avulla.", "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 2024-05-20T10:31:38Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-20T10:31:38Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Frisbeegolfurheilijan henkil\u00f6br\u00e4ndi sosiaalisessa mediassa \u2013 haasteet sek\u00e4 sponsoreiden ja seuraajien vaikutus", "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-202405203757", "language": null, "element": "identifier", "qualifier": "urn", "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.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": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "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": "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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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