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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hepola, Annika", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-12T14:54:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-12T14:54:22Z", "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/123456789/103492", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Generative artificial intelligence (GenAI) is increasingly integrated into digital content marketing (DCM) and fundamentally transforming marketers\u2019 workflows and practices, yet few studies have acknowledged the effects on creativity. GenAI can help to create new ideas, content, and boost creativity. To address important knowledge gaps, this thesis studies how GenAI can foster marketers\u2019 creativity in DCM and how they are collaborating with GenAI to promote and sustain creativity. Additionally, this study addresses the challenges and benefits of GenAI adoption. This study employed a theoretical framework constructed from extant literature. The study\u2019s data was collected through qualitative semi-structured interviews and targeted marketers who have experience in DCM with GenAI. The data was analyzed using theory-based content analysis.\n\nThe first key result of the study is that GenAI fosters marketers\u2019 creativity when they learn to use the GenAI tools effectively for their specific DCM needs and GenAI can foster creativity in collaboration with human input. However, relying on GenAI too much can diminish human creativity. The second key result of this study suggests that GenAI is rather a tool that helps marketers to succeed in DCM, but not to outsource creative DCM activities entirely. The third key result of this study is that GenAI is heavily integrated into DCM, supporting DCM and it is primarily used for text-based tasks to enhance content quality. This research extends and contributes to existing knowledge on how marketers benefit from GenAI in creative DCM tasks, how they should collaborate with it to foster creativity, and reflects on the benefits and challenges of GenAI in creative DCM.\n\nThis study suggests that managers should apply proper GenAI training in the organizations to optimize its use and minimize the risks, promote the adaption of GenAI in DCM, consider environmental concerns with GenAI use, and stay aware of the development of new technologies.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Generatiivinen teko\u00e4ly (GenAI) integroituu yh\u00e4 eneneviss\u00e4 m\u00e4\u00e4rin digitaaliseen sis\u00e4lt\u00f6markkinointiin (DCM) ja muuttaa perusteellisesti markkinoijien ty\u00f6t\u00e4 ja toimintotapoja, mutta harva tutkimus on viel\u00e4 huomioinut vaikutukset luovuuteen. Generatiivinen teko\u00e4ly voi auttaa luomaan uusia ideoita, sis\u00e4lt\u00f6\u00e4 ja voimistaa luovuutta. Tutkimusaukkojen selvitt\u00e4miseksi t\u00e4m\u00e4 opinn\u00e4ytety\u00f6 tutkii, kuinka generatiivinen teko\u00e4ly voi ruokkia markkinoijien luovuutta digitaalisessa sis\u00e4lt\u00f6markkinoinnissa ja kuinka he ty\u00f6skentelev\u00e4t generatiivisen teko\u00e4lyn kanssa vahvistaakseen ja yll\u00e4pit\u00e4\u00e4kseen luovuutta. Lis\u00e4ksi t\u00e4m\u00e4 tutkimus k\u00e4sittelee generatiivisen teko\u00e4lyn k\u00e4ytt\u00f6\u00f6noton haasteita ja etuja. Tutkimuksen data ker\u00e4ttiin laadullisilla puolistrukturisoiduilla haastatteluilla markkinoijilta, joilla on kokemusta sek\u00e4 digitaalisesta sis\u00e4lt\u00f6markkinoinnista ett\u00e4 generatiivisesta teko\u00e4lyst\u00e4. Aineiston analysointiin k\u00e4ytettiin teoriaohjaavaa sis\u00e4lt\u00f6analyysi\u00e4. \n\nTutkimuksen ensimm\u00e4inen p\u00e4\u00e4tulos on, ett\u00e4 generatiivinen teko\u00e4ly ruokkii markkinoijien luovuutta, kun he oppivat k\u00e4ytt\u00e4m\u00e4\u00e4n generatiivisen teko\u00e4lyn ty\u00f6kaluja tehokkaasti heid\u00e4n erityisiin digitaalisen sis\u00e4lt\u00f6markkinoinnin tarpeisiinsa ja generatiivinen teko\u00e4ly voi ruokkia luovuutta yhteisty\u00f6ss\u00e4 ihmisen panoksen kanssa. Liiallinen tukeutuminen generatiiviseen teko\u00e4lyyn voi kuitenkin est\u00e4\u00e4 ihmisen luovuutta. Toiseksi tutkimus ehdottaa, ett\u00e4 generatiivinen teko\u00e4ly on enemm\u00e4nkin ty\u00f6kalu mik\u00e4 auttaa markkinoijia onnistumaan digitaalisessa sis\u00e4lt\u00f6markkinoinnissa, mutta sille ei tule ulkoistaa luovia teht\u00e4vi\u00e4 yksin\u00e4\u00e4n. Kolmanneksi generatiivinen teko\u00e4ly on vahvasti integroitunut digitaaliseen sis\u00e4lt\u00f6markkinointiin tukien sit\u00e4, ja sit\u00e4 k\u00e4ytet\u00e4\u00e4n p\u00e4\u00e4asiassa tekstipohjaisiin teht\u00e4viin sis\u00e4ll\u00f6n laadun parantamiseksi. T\u00e4m\u00e4 tutkimus laajentaa ja osallistuu olemassa olevaan tietoon markkinoijien hy\u00f6dyist\u00e4 generatiivisen teko\u00e4lyn k\u00e4yt\u00f6ss\u00e4, kuinka sit\u00e4 tulisi k\u00e4ytt\u00e4\u00e4 ruokkiakseen luovuutta, ja huomioi sen hy\u00f6dyt ja haitat.\n\nTutkimuksen perusteella johtajien tulisi kouluttaa ty\u00f6ntekij\u00e4t optimoidakseen generatiivisen teko\u00e4lyn k\u00e4yt\u00f6n, minimoidakseen riskit, tukea generatiivisen teko\u00e4lyn k\u00e4ytt\u00f6\u00e4 digitaalisessa sis\u00e4lt\u00f6markkinoinnissa, huomioida ymp\u00e4rist\u00f6vaikutukset ja seurata teknologioiden kehityst\u00e4.", "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 2025-06-12T14:54:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-12T14:54:22Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "eng", "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": "A shift in digital content marketing \u2013 fostering creativity with generative artificial intelligence", "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-202506125306", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "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.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": "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://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "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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