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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pietil\u00e4, Elina Aino Amanda", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-04T20:00:19Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-04T20:00:19Z", "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/123456789/95496", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 tutkimus tarkastelee sit\u00e4, miten TikTokissa kohdattu videomuotoinen eWOM vaikuttaa Z-sukupolven kuluttajak\u00e4ytt\u00e4ytymiseen. Tutkimuksessa keskityt\u00e4\u00e4n TikTokissa esiintyv\u00e4\u00e4n kuluttajal\u00e4ht\u00f6iseen sis\u00e4lt\u00f6\u00f6n. Alusta tunnetaan runsaan sis\u00e4lt\u00f6m\u00e4\u00e4r\u00e4n ohella kokemusten ja mielipiteiden jakamisesta sek\u00e4 viihdesis\u00e4ll\u00f6st\u00e4. Tutkimuksessa k\u00e4sitell\u00e4\u00e4n eWOM-videoiden verbaalista ja visuaalista sis\u00e4lt\u00f6\u00e4 sek\u00e4 kommentteja, ja pyrit\u00e4\u00e4n vastaamaan kysymykseen, miten eWOM vaikuttaa Z-sukupolven ostoaikomukseen. Lis\u00e4ksi tutkimus pyrkii selvitt\u00e4m\u00e4\u00e4n, miten sosiaalinen todiste vaikuttaa Z-sukuplven kuluttajien ostok\u00e4ytt\u00e4ytymiseen. Case-yrityksen\u00e4 on tanskalainen p\u00e4ivitt\u00e4istavaraketju Normal ja tarkemmin Normalin br\u00e4ndikuvan muutos eWOM:in my\u00f6t\u00e4. Tutkimusmetodina k\u00e4ytettiin kvalitatiivista l\u00e4hestymistapaa, mik\u00e4 mahdollistaa syv\u00e4llisen ymm\u00e4rryksen ilmi\u00f6st\u00e4 ja sen monimutkaisuudesta. Aineistonkeruussa hy\u00f6dynnettiin puolistrukturoituja haastatteluja, joissa Z-sukupolven edustajat jakoivat kokemuksiaan ja n\u00e4kemyksi\u00e4\u00e4n TikTokin k\u00e4yt\u00f6st\u00e4, ja sen vaikutuksesta heid\u00e4n kuluttajak\u00e4ytt\u00e4ytymiseens\u00e4. Tutkimuksen tulokset paljastavat, ett\u00e4 eWOM:in audiovisuaalinen muoto ja sen sis\u00e4lt\u00e4m\u00e4t elementit, kuten informaation m\u00e4\u00e4r\u00e4 ja laatu, vaikuttavat merkitt\u00e4v\u00e4sti Z-sukupolven ostoaikomukseen ja br\u00e4ndikuvaan. My\u00f6s sosiaalisen todisteen ilmi\u00f6n havaittiin vaikuttavan Z-sukupolven ostoaikomukseen eWOM-sis\u00e4ll\u00f6n kautta videoiden katselum\u00e4\u00e4rien ja sitoutumisasteen kautta. Uutena havaintona aiempiin tutkimuksiin n\u00e4hden oli TikTokin runsas k\u00e4ytt\u00f6 hakukoneena, YouTuben ja Googlen sijaan. Lis\u00e4ksi havaittiin, ett\u00e4 Z-sukupolvi ei ainoastaan vastaanota eWOM-viestej\u00e4, vaan osallistuu aktiivisesti niiden jakamiseen, usein omassa l\u00e4hipiiriss\u00e4\u00e4n. T\u00e4m\u00e4 tutkimus tarjoaa arvokkaita oivalluksia siit\u00e4, miten eWOM ilmenee lyhytvideoissa TikTokissa ja miten se vaikuttaa yhteen merkitt\u00e4vimmist\u00e4 kuluttajaryhmist\u00e4, Z-sukupolveen. Tutkimuksen tulokset tarjoavat yrityksille n\u00e4k\u00f6kulmia, joiden avulla voidaan hy\u00f6dynt\u00e4\u00e4 eWOM:in voimaa markkinoinnissa.", "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 2024-06-04T20:00:19Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-04T20:00:19Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "81", "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": "Lyhytvideoissa esiintyv\u00e4 eWOM Z-sukupolven kuluttajak\u00e4ytt\u00e4ytymisess\u00e4 - Sosiaalisen todisteen ilmi\u00f6 TikTokissa", "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-202406044257", "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": "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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