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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Reki\u00f6, Jenna-Juulia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-28T17:53:27Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-28T17:53:27Z", "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/123456789/95277", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In this master's thesis, the components of brand coolness and the significance of social media influencers in perceived brand coolness were investigated. The aim was to enhance understanding of the meanings brand coolness and influencer-brand relationships hold from the consumers' perspective.\n\nThe goal of the study was to depict the potential impacts that social media influencers have on the perceived brand coolness of the brands associated with them. Additionally, the study aimed to describe the defining characteristics and factors influencing perceived brand coolness. The target organization of the study was Vitunleija Oy, and the research was conducted as a qualitative interview study. Semi-structured interviews with 19 participants who were customers of Vitunleija Oy were conducted in late 2023 and early 2024. Content analysis was employed as the method of analysis.\n\nThe study highlights authenticity, popularity, aesthetic appeal, and originality as the key defining characteristics of cool brands. Participants described cool influencers similarly, emphasizing authenticity and distinctive content. The study emphasizes the significance of social media influencers in shaping brand coolness, highlighting both positive impacts on brands such as increased coolness and visibility, and negative effects due to for example the mis-alignment between influencers and brands and influencer controversies. Furthermore, the study suggests that some components of brand coolness transfer more easily from influencers to brands than others. Participants underscored the importance of alignment and consistency between influencers and brands as criteria for enhancing brand coolness. Additionally, the study suggests that brand coolness itself is perceived as an important value that positively influences consumer engagement and purchase decisions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa tutkittiin br\u00e4ndicooleuden osatekij\u00f6it\u00e4 sek\u00e4 sosiaalisen median vaikuttajien merkityst\u00e4 koettuun br\u00e4ndicooleuteen. Tarkoituksena oli lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, millaisia merkityksi\u00e4 br\u00e4ndicooleus ja vaikuttajabr\u00e4ndisuhteet saavat kuluttajien n\u00e4k\u00f6kulmasta.\n\nTutkimuksen tavoitteena oli kuvata mahdollisia vaikutuksia, joita sosiaalisen median vaikuttajilla on heihin yhdistett\u00e4viin br\u00e4ndeihin koettuun br\u00e4ndicooleuteen. Lis\u00e4ksi tutkimuksen tavoitteena oli kuvata niit\u00e4 m\u00e4\u00e4rittelevi\u00e4 ominaisuuksia ja osatekij\u00f6it\u00e4, jotka vaikuttavat koettuun br\u00e4ndicooleuteen. Tutkimuksen kohdeorganisaationa toimi Vitunleija Oy, ja tutkimus toteutettiin laadullisena haastattelututkimuksena. Loppuvuonna 2023 ja alkuvuonna 2024 toteutettiin puolistrukturoidut haastattelut 19 osallistujan kanssa, jotka olivat Vitunleija Oy:n asiakkaita. Analyysimenetelm\u00e4n\u00e4 toimi sis\u00e4ll\u00f6nanalyysi.\n\nTutkimuksessa nousee esiin keskeisin\u00e4 cooleja br\u00e4ndej\u00e4 m\u00e4\u00e4rittelevin\u00e4 ominaisuuksina alkuper\u00e4isyys, suosio, visuaalinen vetovoima sek\u00e4 aitous. Tutkimuksen osallistujat kuvasivat cooleja vaikuttajia samankaltaisesti, korostaen aitoutta ja erottuvaa sis\u00e4lt\u00f6\u00e4. Tutkimuksessa korostuu sosiaalisen median vaikuttajien merkitys br\u00e4ndin cooleuden rakentumisessa, korostaen sek\u00e4 positiivisia vaikutuksia, kuten lis\u00e4\u00e4ntynytt\u00e4 cooleutta ja n\u00e4kyvyytt\u00e4, ett\u00e4 negatiivisia vaikutuksia, johtuen esimerkiksi vaikuttajien ja br\u00e4ndin v\u00e4lisest\u00e4 sopimattomuudesta ja vaikuttajien osallistumisesta kiistanalaisiin aktiviteetteihin. Tutkimuksessa nousee lis\u00e4ksi esiin, ett\u00e4 osa br\u00e4ndicooleuden osatekij\u00f6ist\u00e4 siirtyy helpommin vaikuttajista br\u00e4ndeihin kuin toiset. Tutkimuksen osallistujat korostavat vaikuttajien ja br\u00e4ndien v\u00e4lisen soveltuvuuden ja sidosteisuuden merkityst\u00e4 br\u00e4ndicooleuden parantumisen kriteerin\u00e4. Tutkimuksessa nousee lis\u00e4ksi esiin, ett\u00e4 br\u00e4ndicooleus itsess\u00e4\u00e4n n\u00e4hd\u00e4\u00e4n t\u00e4rke\u00e4n\u00e4 arvona, joka vaikuttaa positiivisesti kuluttajien sitoutumiseen ja ostop\u00e4\u00e4t\u00f6ksiin.", "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 2024-05-28T17:53:27Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-28T17:53:27Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "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": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Cool by association: examining the impact of influencers on brand coolness", "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-202405284042", "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": "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": "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": "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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