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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "V\u00e4\u00e4t\u00e4nen, Frida", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-17T10:50:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-17T10:50:21Z", "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/123456789/95968", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa perehdyt\u00e4\u00e4n syvemm\u00e4lle ty\u00f6ntekij\u00e4vaikuttajien tuottamiin vide-osis\u00e4lt\u00f6ihin TikTok-sovellusalustalla. Ty\u00f6ntekij\u00e4vaikuttajat ovat mielenkiintoinen, ja vai-kuttajamarkkinoinnin saralla uudempi tutkimuksen kohde. Ty\u00f6ntekij\u00e4vaikuttajien moti-vaattorit sis\u00e4ll\u00f6ntuottamiseen ovat erilaiset kuin perinteisill\u00e4 vaikuttajilla, sill\u00e4 sis\u00e4ll\u00f6n-tuotanto ei useinkaan perustu kaupallisten yhteist\u00f6iden tuottamiseen, eik\u00e4 n\u00e4in ollen mo-tivaattori toimintaan usein ole ainakaan suora taloudellinen hy\u00f6tyminen.\n\nTy\u00f6ntekij\u00e4vaikuttajat ja heid\u00e4n tuottamansa sis\u00e4lt\u00f6 heijastelee organisaatioiden onnistumisia (tai ep\u00e4onnistumisia) sis\u00e4isen markkinoinnin parissa. Toisaalta taas ty\u00f6n-tekij\u00e4vaikuttajilla on merkitt\u00e4v\u00e4 potentiaali vaikuttaa useisiin sidosryhmiin, kuten organi-saation sis\u00e4isesti muihin ty\u00f6ntekij\u00f6ihin kuin my\u00f6s esimerkiksi kuluttajiin sek\u00e4 esimerkiksi organisaation potentiaalisiin ty\u00f6ntekij\u00f6ihin. Ty\u00f6ntekij\u00e4vaikuttamisen ymm\u00e4rt\u00e4minen on-kin siis merkitt\u00e4v\u00e4\u00e4, sill\u00e4 niin organisaatiot, kuin my\u00f6s ty\u00f6ntekij\u00e4tkin voivat parhaimmil-laan hy\u00f6ty\u00e4 siit\u00e4 monella tapaa.\n \nT\u00e4m\u00e4 tutkimus toteutettiin laadullisena sis\u00e4ll\u00f6nanalyysina. Tutkimuksessa analy-soitiin TikTok-alustalla nelj\u00e4n eri ty\u00f6ntekij\u00e4vaikuttajan profiilit sek\u00e4 kymmenen videota heid\u00e4n profiileistaan. Videoita analysoitiin ty\u00f6ntekij\u00e4pohjaisen br\u00e4ndip\u00e4\u00e4oman n\u00e4k\u00f6-kulmasta, ja koodikehikko luotiin hy\u00f6dynt\u00e4en ty\u00f6ntekij\u00e4pohjaisen br\u00e4ndip\u00e4\u00e4oman di-mensioita.\n\nTutkimuksen avulla ty\u00f6ntekij\u00e4vaikuttajien videoita saatiin kategorisoitua, ja vide-oista l\u00f6ydettiin merkkej\u00e4 ty\u00f6ntekij\u00e4pohjaisen br\u00e4ndip\u00e4\u00e4oman ilmentymisest\u00e4. Videoista l\u00f6ydettiin kolme p\u00e4\u00e4kategoriaa, huumori, informatiivinen ja sekalainen, joiden alle koot-tiin my\u00f6s alakategorioita. Br\u00e4ndin ilmenemisess\u00e4 tutkittujen ty\u00f6ntekij\u00e4vaikuttajien v\u00e4lill\u00e4 oli jonkin verran eroavaisuuksia, mutta t\u00e4st\u00e4 saatiin my\u00f6s ideoita jatkotutkimukselle. Koodikehikon ulkopuolelta merkitt\u00e4v\u00e4 l\u00f6yd\u00f6s oli se, ett\u00e4 ty\u00f6ntekij\u00e4vaikuttajien videoissa oli havaittavissa merkitt\u00e4v\u00e4n\u00e4 osa-alueena my\u00f6s vaikuttajien henkil\u00f6kohtainen br\u00e4nd\u00e4ys my\u00f6s ty\u00f6nantajabr\u00e4ndin lis\u00e4ksi.", "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 2024-06-17T10:50:21Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-17T10:50:21Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "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": "Br\u00e4ndip\u00e4\u00e4oman ilmentyminen ty\u00f6ntekij\u00e4vaikuttajien videoissa TikTok-alustalla", "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-202406174734", "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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