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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aumakallio, Rasmus", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-11T11:18:48Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-11T11:18:48Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103414", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa tarkastellaan kohdennetun markkinoinnin roolia asiakaskokemukseen verkkokaupan kontekstissa. Tutkimuksen teoreettinen viitekehys rakentuu asiakaskokemuksen ja digitaalisen markkinointiviestinn\u00e4n keskeisten k\u00e4sitteiden ymp\u00e4rille. Verkkokaupan kasvun ja personoidun markkinoinnin yleistymisen my\u00f6t\u00e4 on tarpeen syvent\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten kuluttajat kokevat kohdennetun mainonnan osana ostokokemustaan ja asiakassuhdettaan. Tutkimus toteutettiin laadullisena tutkimuksena, ja aineisto ker\u00e4ttiin teemahaastatteluilla kahdeksalta 25\u201331-vuotiaalta verkkokauppaa aktiivisesti k\u00e4ytt\u00e4v\u00e4lt\u00e4 kuluttajalta. Aineiston analyysiss\u00e4 hy\u00f6dynnettiin teoriaohjaavaa sis\u00e4ll\u00f6nanalyysi\u00e4, jonka avulla pyrittiin tunnistamaan ja tulkitsemaan kohdennetun markkinoinnin kokemuksellisia ulottuvuuksia asiakaskokemuksen rakentumisessa. Tulokset osoittavat, ett\u00e4 kohdennettu markkinointi voi parhaimmillaan tukea asiakasta p\u00e4\u00e4t\u00f6ksenteossa ja lis\u00e4t\u00e4 asiakaskokemuksen arvoa, mik\u00e4li viestint\u00e4 on relevanttia, ajoitukseltaan sopivaa ja asiakkaan n\u00e4k\u00f6kulmasta tarkoituksenmukaista. Samanaikaisesti mainonta voi kuitenkin heikent\u00e4\u00e4 kokemusta, jos se koetaan liian toistuvana, ep\u00e4olennaisena tai yksityisyytt\u00e4 uhkaavana. Erityisen keskeiseksi nousi kuluttajan kokemus kontrollista ja luottamuksesta. N\u00e4m\u00e4 tekij\u00e4t vaikuttavat vahvasti siihen, miten markkinointi vastaanotetaan ja miten se yhdistyy osaksi asiakaskokemusta. Tutkimus tuottaa teoreettista ja k\u00e4yt\u00e4nn\u00f6n tietoa asiakaskokemuksen sek\u00e4 digitaalisen markkinoinnin kehitt\u00e4miseksi. Se osoittaa, ett\u00e4 kohdennetun markkinoinnin onnistuminen ei riipu vain teknologiasta, vaan ennen kaikkea siit\u00e4, kuinka hyvin yritys kykenee ymm\u00e4rt\u00e4m\u00e4\u00e4n asiakkaan tarpeet, arvot ja vuorovaikutuksen herkkyyden digitaalisessa ymp\u00e4rist\u00f6ss\u00e4.\n\nAsiasanat: asiakaskokemus, verkkokauppa, kohdennettu markkinointi, digitaalisuus, kuluttajak\u00e4ytt\u00e4ytyminen, personointi", "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 2025-06-11T11:18:48Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-11T11:18:48Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "58", "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": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Verkkokaupan kohdennettu markkinointi ja asiakaskokemus", "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-202506115213", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "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": "Tietoj\u00e4rjestelm\u00e4tieteen maisteriohjelma", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Information Systems", "language": "en", "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": "restrictedAccess", "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://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://www.jyu.fi/fi/osc/kirjasto/tyoskentelytilat/laitteet-ja-tilat#toc-jyx-ty-asema.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://www.jyu.fi/en/osc/library/workspaces/facilities-and-equipment#toc-jyx-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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