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[{"key": "dc.contributor.advisor", "value": "Taiminen, Heini", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Penttinen, Emma", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-07-12T07:42:19Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-07-12T07:42:19Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96409", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vaikuttajamarkkinointi on yleinen markkinointistrategia (Vrontis et al., 2021), jota on tutkittu useista eri n\u00e4k\u00f6kulmista. Tutkimuksista huolimatta tutkijat ovat havainneet rajoitteita sosiaalisen median kaupallisten viestien, viestint\u00e4 strategioiden ja roolien tutkinnassa. Tutkimusaukkojen t\u00e4ydent\u00e4miseksi tutkimuksessa keskityttiin suomalaisten el\u00e4m\u00e4ntapavaikuttajien rooleihin ja viestint\u00e4\u00e4n Instagram mainoksissa. Tutkimuksen tavoitteena oli ymm\u00e4rt\u00e4\u00e4 mit\u00e4 rooleja vaikuttajat ottivat ja millaisia viestint\u00e4strategioita he k\u00e4yttiv\u00e4t mainoksissa. Teoriaosuus k\u00e4sittelee vaikuttajia ja heid\u00e4n t\u00e4rkeimpi\u00e4 sidosryhmi\u00e4ns\u00e4, mainontaa, mainosviestej\u00e4 ja houkuttimia, vaikuttajien rooleja strategisessa viestinn\u00e4ss\u00e4 ja br\u00e4ndiyhteisty\u00f6ss\u00e4 sek\u00e4 vaikuttaja tyyppej\u00e4 ja -kategorioita. Tutkimuksessa k\u00e4ytettiin induktiivista ja deduktiivista l\u00e4hestymistapaa sek\u00e4 laadullisia ja m\u00e4\u00e4r\u00e4llisi\u00e4 metodeja. Tutkimuksessa tarkasteltiin viitt\u00e4 nuorta suomalaista el\u00e4m\u00e4ntapavaikuttajaa tutkimalla 50 Instagram mainosta. Tutkimusmenetelm\u00e4ll\u00e4 ker\u00e4ttiin tietoa kuvista, yrityksist\u00e4, vaikuttajien rooleista ja viestint\u00e4strategioista vuosina 2021\u20132023. Tulokset poikkesivat tutkimuksista, joiden perusteella mielipidejohtaja olisi yleinen rooli (n=11). Useimmat strategisen viestinn\u00e4n roolit kuuluivat sis\u00e4ll\u00f6ntuottajiin (n=50), kertojiin (n=50) ja p\u00e4\u00e4henkil\u00f6ihin (n=38) ja yleisin br\u00e4ndiyhteisty\u00f6 rooli oli tiedottaja (n=43). Koska rationaalisia (n=88) ja emotionaalisia houkuttumia (n=88) k\u00e4ytettiin yht\u00e4 paljon, todettiin ett\u00e4 asiakkaat k\u00e4ytt\u00e4v\u00e4t sek\u00e4 logiikkaa ett\u00e4 tunteita ostop\u00e4\u00e4t\u00f6ksiss\u00e4\u00e4n. Kohdistetut viestit (n=42) olivat selv\u00e4sti yleisin mainosviestinn\u00e4n tyyli, sill\u00e4 yritykset mainostivat mieluiten yht\u00e4 br\u00e4ndi\u00e4 kerrallaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Influencer marketing is a prevalent marketing strategy (Vrontis et al., 2021) that has been studied in various perspectives. Despite studies researchers have noted limitations on social media commercial posts, message strategies and roles. To fill research gaps, study focused on Finnish lifestyle influencers roles and communication in Instagram advertisements. This study aimed to examine what roles influencers took and what communication strategies they used in advertisements. The theory demonstrates influencers and their main stakeholders, advertising, advertising messages and appeals, influencer roles on strategic communication and brand collaboration, and influencer types and categories. Research used inductive and deductive approaches and mixed methods. To understand five young Finnish lifestyle influencers study examined 50 Instagram ads. The research method gathered data on pictures, companies, influencer roles and communication strategies from years 2021-2023.\nResults differed from studies that found opinion leaders as a common role (n=11). Most strategic communication roles were content creators (n=50), multiplicators (n=50) and protagonists (n=38) the commonest brand collaboration role was spokesperson (n=43). As rational (n=88) and emotional appeals (n=88) were commonly used the study concludes that customers can use both logic and feelings in purchase decisions. Selective messages (n=42) were clearly the most common ad message style, as companies preferred to promote one brand at a time.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-07-12T07:42:19Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-07-12T07:42:19Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "54", "language": "", "element": "format", "qualifier": "extent", "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": "Finnish lifestyle influencers roles and communication in Instagram advertisements", "language": "", "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-202407125235", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "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.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "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.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttajamarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "somevaikuttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Instagram", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencer marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media influencers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "influencing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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