eWOM communication in social media: A study of its antecedents in higher education context

The aim of this master’s thesis was to examine antecedents of eWOM communication in social media in the higher education context. In order to achieve this goal, eWOM communications of the students’ of international master’s programmes at Lappeenranta University of Technology were studied. The main research question was formulated as follows: What kind of effect do service-, brand-related antecedents, contextual antecedents and moderating factors have on LUT’s international master’s degree students’ eWOM communication in social media regarding their studies? The theory part of the master’s thesis was focused on the discussion of service- and brand related eWOM antecedents, contextual antecedents, as well as moderating relationships between them. The empirical part of the master’s thesis was based on quantitative research method. A web-based survey was carried out among current students of international master’s degree programmes at LUT. Out of 712 e-mail invitations sent, 159 responses were received in total. Thus, response rate was 22%. The results of the study showed that satisfaction, commitment, virtual brand community commitment, need for an advice, positive altruistic concerns, negative altruistic concerns, and attitude towards eWOM communications have an effect on eWOM in higher education context. Several moderating effects on eWOM were determined in the present study as well. On the other hand, it was found that dissatisfaction, loyalty, brand identification, desire to help the organization, need for positive self-enhancement, and social risk perception do not have an effect on eWOM in higher education context.

SOCIAL MEDIA IN INTERNATIONAL BRAND COMMUNICATION OF SMES - A multiple case study of small Finnish design-intensive companies

Social media is a rather new phenomenon which has revolutionised the world of online communication. However, academic research on how companies can benefit from social media is lacking. The research objective of this thesis was to examine the use of social media in international brand communication of small Finnish design-intensive companies. Therefore, this research contributes also to the research gap in SME branding. The focus was on communication targeted at consumers. The research was carried out as a mixed methods research employing the questionnaire and multiple case study methods. The questionnaire was used to gather preliminary information on Finnish design-intensive companies and to provide an eligible list of companies for deeper examination. Then, four case companies were studied in more depth. The empirical evidence of the case companies was mainly gathered through theme interviews. The results of the questionnaire shed light on the internationalisation of small Finnish designintensive companies. On average, the companies had internationalised rather quickly after they had been founded. However, the share of exports was rather low in most of the companies. The results revealed also that social media was already used widely in the exporting companies and the use can be expected to grow in future. The findings of the multiple case study suggest that branding activities in small Finnish designintensive companies are constrained by limited resources and skills. In addition, the branding activities are strongly guided by the vision and values of the entrepreneur(s) rather than extensive marketing research. The brand structure was simple in all case companies and they aimed at having a standardised brand image across markets. However, all case companies had faced a need for some adaptation of their international brand communication. Internationally important brand communication channels were international fairs, the internet, word-of-mouth and social media. Social media offered a cost-effective brand communication channel for the case companies. It was used for various purposes, such as creating brand awareness and affecting how the brand is perceived. The entrepreneurs found the use of social media to be rather easy and the case companies had not faced any major challenges. However, the companies had recognised that communication in social media requires consistency and planning. The planning was rather informal and stayed on a general level. Overall, the utilisation of social media in the case companies was limited by a lack of resources. It seemed to affect especially the follow-up of brand communication in social media which stayed rather superficial.

From network pictures to network insight in solution business – the role of internal communication

Operating in business-to-business markets requires an in-depth understanding on business networks. Actions and reactions made to compete in markets are fundamentally based on managers‘ subjective perceptions of the network. However, an amalgamation of these individual perceptions, termed a network picture, to a common company level shared understanding on that network, known as network insight, is found to be a substantial challenge for companies. A company‘s capability to enhance common network insight is even argued to lead competitive advantage. Especially companies with value creating logics that require wide comprehension of and collaborating in networks, such as solution business, are necessitated to develop advanced network insight. According to the extant literature, dispersed pieces of atomized network pictures can be unified to a common network insight through a process of amalgamation that comprises barriers/drivers of multilateral exchange, manifold rationality, and recursive time. However, the extant body of literature appears to lack an understanding on the role of internal communication in the development of network insight. Nonetheless, the extant understanding on the amalgamation process indicates that internal communication plays a substantial role in the development of company level network insight. The purpose of the present thesis is to enhance understanding on internal communication in the amalgamation of network pictures to develop network insight in the solution business setting, which was chosen to represent business-to-business value creating logic that emphasizes the capability to understand and utilize networks. Thus, in solution business the role of succeeding in the amalgamation process is expected to emphasize. The study combines qualitative and quantitative research by means of various analytical methods including multiple case analysis, simulation, and social network analysis. Approaching the nascent research topic with differing perspectives and means provides a broader insight on the phenomenon. The study provides empirical evidence from Finnish business-to-business companies which operate globally. The empirical data comprise interviews (n=28) with managers of three case companies. In addition the data includes a questionnaire (n=23) collected mainly for the purpose of social network analysis. In addition, the thesis includes a simulation study more specifically achieved by means of agent based modeling. The findings of the thesis shed light on the role of internal communication in the amalgamation process, contributing to the emergent discussion of network insights and thus to the industrial marketing research. In addition, the thesis increases understanding on internal communication in the change process to solution business, a supplier‘s internal communication in its matrix organization structure during a project sales process, key barriers and drivers that influence internal communication in project sales networks, perceived power within industrial project sales, and the revisioning of network pictures. According to the findings, internal communication is found to play a substantial role in the amalgamation process. First, it is suggested that internal communication is a base of multilateral exchange. Second, it is suggested that internal communication intensifies and maintains manifold rationality. Third, internal communication is needed to explicate the usually differing time perspectives of others and thus it is suggested that internal communication has role as the explicator of recursive time. Furthermore, the role of an efficient amalgamation process is found to be emphasized in solutions business as it requires a more advanced network insight for cross-functional collaboration. Finally, the thesis offers several managerial implications for industrial suppliers to enhance the amalgamation process when operating in solution business.

Internal communication during an organizational change: An ethnographic case study

This study discusses the importance of internal communication during organizational change of a case study company X. The purpose of this study is to find out how to use internal communication effectively during organizational change. This study is an ethnographic cade study where a unique case of an organizational change was chosen as the research object. The theoretical background of this study consists of literature relating to the concepts of communication, organizational communication, organizational change, change management and communication of change. The empirical research conducted for this study is based on an ethnographic research method where data was collected through participant observation, informal interviews and field records in the form of a research diary. The research data was collected between September and December 2015. During this period the researcher was working within the case study organization while observing the internal communication during the organizational change process. Triangulation was used to analyze the research data in order to build a united and theoretical picture of the topic. The study finds that without clear internal communication strategy the effectiveness of communication is ought to be poor, which may lead to resistance of change, lack of trust and lower level of overall job satisfaction. Moreover the study findings highlight the importance of managerial presence during an organizational change process and consistency in using formal and informal communication and utilizing multiple communication channels. Based on the findings of this research the study suggests that during an organizational change process a clear internal communication strategy should be carefully planned and executed. The goals of internal communication should be clearly stated and communicated to the company’s employees. The findings of this study enhance importance of managers promoting sense of belonging, developing awareness of the overall change process and contributing to the manager employee relationships and trust. In addition this study points out the key factors that should be included in the internal change communication strategy which are how to ensure that the communications, both vertical and horizontal, are constant. Future research is however necessary in order to gain a more comprehensive view of the research and wider perspective of the case study. Nevertheless, this study deepens the understanding of how to use internal communication effectively during organizational change.

Henkilöstön sitoutuminen muutoksessa - Case: Etelä-Karjalan sosiaali- ja terveyspiiri

Tutkimuksen tarkoituksena oli selvittää, mitkä tekijät vaikuttavat henkilöstön sitoutumiseen muutoksessa. Tutkimuksen teoriaosiossa käsitellään ensiksi muutossitoutumista vahvistavia ja siinä huomioitavia tekijöitä muutosprosessissa onnistuneen muutosjohtamisen kautta, jonka jälkeen syvennytään niihin tekijöihin jotka erityisesti vaikuttavat henkilöstön muutossitoutumiseen. Tutkimuksen empiirisen aineiston muodostivat Etelä-Karjalan sosiaali- ja terveyspiirin ikäihmisten palveluiden kolmentoista henkilön haastattelut. Henkilöistä kymmenen toimi työntekijätehtävissä, kaksi lähiesimiestehtävissä sekä yksi johtoryhmässä. Haastatteluaineisto kerättiin sekä analysoitiin laadullisella tutkimusmenetelmällä. Tutkimustulokset osoittavat, että henkilöstön muutossitoutumiseen vaikuttivat eniten viestintä sekä sen ilmeneminen case-organisaation muutosprosessissa. Kaikki puutteet ja onnistuneisuudet muutosjohtamisessa kiteytyivät viestintään; henkilöstön muutossitoutumisen kannalta erityisesti esimiehen hallitsemaan viestintään ja muutosjohtajuuteen. Muutosviestinnän ollessa onnistunutta se vahvisti selkeästi henkilöstön luottamusta muutosprosessin vaiheissa ja näin lisäsi muutokseen sitoutumista.

„Und frei erklär' ich alle meine Knechte“ : Höflichkeit als Ausdruck sozialer Utopie in Schillers Drama Wilhelm Tell.

My dissertation is an interdisciplinary study of the relationship between the Swiss peasants and nobles in Friedrich Schiller’s play Wilhelm Tell (1804). Changes to this relationship are of particular interest. Communication in the play is examined via a micro-analysis based on Penelope Brown’s and Stephen C. Levinson’s theoretical framework Politeness: Some universals in language usage. (1978, 1987). Brown and Levinson distinguish between positivepoliteness and negative-politeness strategies and their distinction is useful for my argument, since they claim that the use of positive-politeness strategies reflects the speaker’s intention to minimize the distance between the interlocutors (Brown and Levinson 1987: 103). Negative-politeness strategies, by contrast, result in social distancing (Brown and Levinson 1987: 130). In accordance with Brown’s and Levinson’s theory, it can be argued that the distribution of positive-politeness and negative-politeness strategies reflects changes in the distance between the fictional interlocutors as representatives of their social classes in Wilhelm Tell. The analysis of the communication in the play highlights that existing conflicts within the social groups are resolved and replaced with solidarity (cf. ‘Claim ’common ground’ and ‘Claim in-group membership with H’) before the peasants and noblemen appear on stage simultaneously in III, 3. In the scene in question, Geßler forces Tell to shoot the apple off his son’s head. Although both nobles and peasants are present, they do not communicate with each other. Thus, communication between the social classes occurs for the first time in IV, 2. This scene is crucial with regard to the changes in the relationship between the social classes in the play. The younger generation, with Rudenz as a representative of the nobility and Melchthal as a representative of the peasants, break with the prevailing conventions and initiate a new type of cooperation based on mutual helping and equality in the right and the duty to protect the country from the violent oppressors representing Habsburg (cf. ‘Convey that S and H are cooperators’, ‘Claim reflexivity’ and ‘Claim reciprocity’). The linguistic analysis reveals the crucial role of the Swiss nobility in the development of the social utopia, as well as the non-contribution of Wilhelm Tell. In fact, Tell never communicates with the Swiss noblemen. The role of the nobility and the role of Wilhelm Tell are further investigated in a comparison between Schiller’s Wilhelm Tell and four of Schiller’s historical sources. These sources, which contain earlier, non-dramatic versions of the establishment of the Swiss Confederation, are the following: Kronica von der loblichen Eydtgnoschaft compiled by Petermann Etterlin (1507), Gemeiner loblicher Eydgnoschafft Stetten Landen vnd Völckeren Chronik wirdiger thaaten beschreybung (1548) written by Johann Stumpf, Chronicon Helveticum of Aegidius Tschudi (the publication of Iselin from 1734 and 1736) and Johannes von Müller’s Geschichten schweizerischer Eidgenossenschaft (1786). Thecomparison sheds light on the fact that both Tschudi and von Müller emphasize unity among the Swiss and cooperation in their attempt to defeat the enemy. However, Schiller has reinforced the role of the nobility in the cooperation. In addition, the comparison between Schiller’s play and the historical sources reveals profound differences with regard to the role of Wilhelm Tell. In all of Schiller’s sources, Tell is present at Rütli, whereas he is absent from Rütli in Schiller’s play. In the play in general, Tell is conspicuously separated from the other peasants. Explanations of my linguistic results, which correspond to the above mentioned differences between the roles of the figures in Wilhelm Tell and the depictions in Schiller’s sources, are found by comparing the path of Schiller’s Swiss towards an egalitarian perspective with the kind of social evolution depicted by the German philosopher Johann Benjamin Erhard in his essay Über das Recht des Volks zu einer Revolution (1795). Aiming at considering Schiller’s social utopia within the larger cultural framework of the German response to the French Revolution, the comparison suggests that both authors depict the need for social change in terms of a change in social hierarchies (Erhard 1970: 95-96, cf. Foi 2005: 225). Erhard’s essay thus helps explain the political intention of Schiller’s play to keep the ideals of the French Revolution as crucial aims but profoundly change the means towards freedom and equality. In his attempt to claim the political resistance of the nobles and peasants as just, however, Schiller sacrificed the figure of Wilhelm Tell. Guilty of the murder of Geßler, Tell was no longer suitable for the righteous revolution imagined by Schiller (cf. Bloch 2008: 215 and Schulz 2005: 228). This explains Tell’s absence in the Rütli scene, his isolation in the plot, as well as his non-contribution to the social utopia. Together, the linguistic analysis and contextualisation of Schiller’s play support my hypothesis that Wilhelm Tell describes a process of change in the relationship between peasants and nobles. The interdisciplinary approach to the topic proved to be fruitful for all areas of the research involved.

ERP-projekti muutosprosessina - Case-yrityksen henkilöstön näkemys muutosjohtamisesta ERP-projektin aikana

Uuden tietojärjestelmän hankinta on paitsi tekninen myös sosiaalinen muutos. Tieteelliset teoriat sekä tutkimukset osoittavat, että uuden tietojärjestelmän onnistunut käyttöönotto edellyttää sosioteknistä systeemiajattelua muutoksen läpivientiin. Tämän tutkimuksen tavoitteena oli osallistua yhteiskunnalliseen keskusteluun muutosjohtamisen tärkeydestä otettaessa käyttöön uutta teknologiaa sekä tutkia Case-yrityksen ERP-projektin muutosjohtamisen onnistumista. Tutkimuksen konteksti koostuu sosioteknisestä muutoksesta, jossa muutosjohtaminen nousee keskiöön. Tutkimuksessa kartoitettiin uuden ERP-järjestelmän käyttöönoton onnistumisen kannalta keskeiset muutosjohtamisen elementit: muutostarve, projektitiimi, visio ja tavoitteet, viestintä, koulutus, osallistaminen, sitouttaminen, johdon ja projektiryhmän tuki sekä muutoksen arviointi ja vakiinnuttaminen. Tutkimuksen empiirisessä osassa arvioitiin Case-yrityksen ERP-projektin muutosjohtamista henkilöstön näkökulmasta. Tutkimus toteutettiin laadullisena tapaustutkimuksena, jossa pääasiallisena aineistonkeruumenetelmänä käytettiin sähköistä puolistrukturoitua kyselylomaketta. Tulosten analysoinnin perusteella Case-yrityksen ERP-järjestelmän käyttöönotto sujui tyydyttävästi.

Measurement of social value creation with non-financial measures

This research examines the concept of social entrepreneurship which is a fairly new business model. In the field of business it has become increasingly popular in recent years. The growing awareness of the environment and concrete examples of impact created by social entrepreneurship have encouraged entrepreneurs to address social problems. Society’s failures are tried to redress as a result of business activities. The purpose of doing business is necessarily no longer generating just profits but business is run in order to make a social change with the profit gained from the operations. Successful social entrepreneurship requires a specific nature, constant creativity and strong desire to make a social change. It requires constant balancing between two major objectives: both financial and non-financial issues need to be considered, but not at the expense of another. While aiming at the social purpose, the business needs to be run in highly competitive markets. Therefore, both factors need equally be integrated into an organization as they are complementary, not exclusionary. Business does not exist without society and society cannot go forward without business. Social entrepreneurship, its value creation, measurement tools and reporting practices are under discussion in this research. An extensive theoretical basis is covered and used to support the findings coming out of the researched case enterprises. The most attention is focused on the concept of Social Return on Investment. The case enterprises are analyzed through the SROI process. Social enterprises are mostly small or medium sized. Naturally this sets some limitations in implementing measurement tools. The question of resources requires the most attention and therefore sets the biggest constraints. However, the size of the company does not determine all – the nature of business and the type of social purpose need to be considered always. The mission may be so concrete and transparent that in all cases any kind of measurement would be useless. Implementing measurement tools may be of great benefit – or a huge financial burden. Thus, the very first thing to carefully consider is the possible need of measuring value creation.

Kielellisen variaation ja sosiaalisen muutoksen suhteesta

Summary: On the relation between language variation and social change : the possessive mopheme system in the Artjärvi dialect in the 20th century

Tiimin sisäisen vuorovaikutuksen esteet ja edistäjät, case Etelä-Karjalan Osuuspankki

Tutkimuksen tavoitteena on löytää tekijöitä, jotka edistävät ja toisaalta estävät vuorovaikutusta tiimissä. Tutkimuksen managerialisena tavoitteena on luoda uusia sisäistä vuorovaikutusta edistäviä toimintatapoja kohdeorganisaation sijoitustiimissä. Teoreettisessa osassa tiimin sisäiseen vuorovaikutukseen vaikuttavia tekijöitä tarkastellaan tiimin sisäisen sosiaalisen pääoman, tiimin viestintävalmiuksien ja teknologisten ja sosiaalisten verkostorakenteiden kautta. Tutkimuksen empiirisessä osassa tarkastellaan kohdeyrityksen sijoitustiimin sisäisen vuorovaikutukseen tilaa ja selvitetään tekijöitä, jotka vaikuttavat vuorovaikutuksen myönteiseen kehittymiseen. Tutkimus osoittaa, että tiimin sisäinen sosiaalinen pääoma: verkostosuhteet, luottamus ja yhteiset pelisäännöt edistävät tiimin vuorovaikutusta. Sosiaaliset suhdeverkostot nousevat yhdeksi tärkeimmistä edistäjistä. Vuorovaikutuksen esteitä – tiimin hajautuneisuus ja kiire - voidaan minimoida sähköisten kommunikaatiovälineiden tarkoituksenmukaisella käytöllä. Esimiehen tärkeä rooli on näiden vuorovaikutusprosessien käynnistämisessä ja ylläpitämisessä.

Onnistunut yritysosto - henkilöstö- ja kulttuurinäkökohdat

Useat ”uuden” talouden piirteet, kuten ympäristön ennustamattomuus, globalisaatio, vapaa kauppa ja teknologian leviäminen, ovat lisänneet organisaatioiden muutospaineita. Yritysostoista on tullut resurssien ja markkinavoiman hankkimistyökalu, jonka avulla yritykset voivat kohdata ympäristön niille asettamat haasteet sekä hyödyntää markkinoiden tarjoamat mahdollisuudet. Yritysostojen onnistumisprosentit ovat kuitenkin olleet alhaiset, mahdollisesti siitä syystä, että yritysostoissa on keskitytty taloudellisiin ja oikeudellisiin asioihin henkilöstöprosessien kustannuksella. Tästä syystä henkilöstöjohtamista ja erityisesti integraatiojohtamista on enenevässä määrin pidetty tärkeänä yritysostojen onnistumisen kannalta. Tässä tutkimuksessa tarkasteltiin yritysostojen vaikutuksia yritysten henkilöstöön ja yrityskulttuureihin. Tutkimuksessa verrattiin kolmen eri yrityksen kohdalla suoritettuja yritysostoprojekteja, ja niissä esiin tulleita ongelmakohtia. Vertailut osoittivat yritysostojen merkitsevän henkilöstölle suurta epävarmuutta, jota voitiin vähentää muun muassa toimivalla sisäisellä viestinnällä ja suunnitelmallisella muutosjohtamisella. Suurimmiksi ongelmiksi koettiin ostokohteen maantieteellinen etäisyys ostavasta yrityksestä, pienen ja ison yrityksen kulttuurien yhteensovittaminen sekä henkilöstön huomiointi yritysostotilanteessa ja sen jälkeen.