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[{"key": "dc.contributor.advisor", "value": "Salo, Markus", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rantanen, Aki", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-10-19T11:18:49Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-10-19T11:18:49Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/47327", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mobiililaitteiden sek\u00e4 erilaisten mobiilipalveluiden m\u00e4\u00e4r\u00e4 ja kysynt\u00e4 ovat olleet voimakkaassa kasvussa viime vuosien ajan. My\u00f6s mobiiliteknologia on kehittynyt suurin harppauksin. Markkinointia mobiililaitteiden v\u00e4lityksell\u00e4 on toteutettu jo pitk\u00e4\u00e4n, mutta teknologian kehityksen ja \u00e4lypuhelinten kasvavan k\u00e4ytt\u00f6asteen my\u00f6t\u00e4 mobiilimarkkinointiin on auennut uusia mahdollisuuksia potentiaalisten asiakkaiden tavoittamiseen. T\u00e4ss\u00e4 kirjallisuuskatsauksena toteutetussa tutkielmassa tarkastellaan mobiilimarkkinoinnin m\u00e4\u00e4ritelmi\u00e4 ja niiden kehityst\u00e4 sek\u00e4 tekij\u00f6it\u00e4, jotka vaikuttavat kuluttajien asenteeseen mobiilimarkkinointia kohtaan. Tutkielman tarkoituksena on havainnollistaa mobiilimarkkinoinnin kehityst\u00e4 ja tunnistaa keinoja, joiden avulla kuluttajan asenteeseen voidaan vaikuttaa. Asenteita k\u00e4sittelev\u00e4 osio on pyritty pit\u00e4m\u00e4\u00e4n mahdollisimman ajankohtaisena valitsemalla l\u00e4hteiksi tutkimuksia, jotka on julkaistu vuosina 2011\u20132013. Tuoreempia, aiheen kannalta relevantteja tutkimuksia ei l\u00f6ytynyt. Tutkimustuloksena todetaan, ett\u00e4 kuluttajien asenteeseen mobiilimarkkinointia kohtaan vaikuttavat tekij\u00e4t voidaan luokitella markkinointiviestiin liittyviin tekij\u00f6ihin sek\u00e4 markkinoinnin vastaanottajaan eli kuluttajaan itseens\u00e4 liittyviin tekij\u00f6ihin. Asenteeseen vaikuttavat useat tekij\u00e4t, muun muassa vastaanotetun informaation hy\u00f6dyllisyys ja luotettavuus sek\u00e4 kuluttajan kokema h\u00e4iritsevyys tai \u00e4rtymys mobiilimarkkinoinnin seurauksena. Tutkielmassa tuodaan esille my\u00f6s keinoja, joilla \u00e4rtymyst\u00e4 ja sen aiheuttamaa negatiivista asennetta voidaan pyrki\u00e4 v\u00e4ltt\u00e4m\u00e4\u00e4n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The number and demand of mobile devices have been growing rapidly during the past few years. Mobile technology has also developed tremendously. Mobile devices have already been used as a marketing channel for many years, but along with the developing technology and growing penetration of smartphones, new opportunities and possibilities to reach potential customers via mobile marketing have arisen. This thesis was conducted as a literature review, and it explores the definitions of mobile marketing and factors that affect consumers\u2019 attitude towards mobile marketing. The objective of the thesis is to illustrate the development of mobile marketing and identify means that can be used to influence the consumers\u2019 attitude towards it. The chapter discussing the attitudes is based on references that have been published between years 2011 and 2013 in order to keep it topical. Relevant references published later than 2013 were not found. As a result of this research it is discovered, that the factors affecting consumers\u2019 attitude towards mobile marketing can be placed in two categories: factors that are related to the marketing message and factors that are related to the receiver of the message, i.e. the consumer. Multiple factors exist, including the usefulness and trustworthiness of the marketing message and the perceived irritation resulting from mobile marketing. The thesis also highlights some means that can be used to avoid the negative attitude caused by irritation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Aki Rantanen (aksarant) on 2015-10-19 11:18:48.673407. Form: Kandidaatintutkielma -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-10-19T11:18:49Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201510193405.pdf: 428146 bytes, checksum: 154cf9121973cf6e754f3e1d5c9866a2 (MD5)\nlicense.html: 4789 bytes, checksum: 6b0671e7576c3f3fb55defacc9d5092a (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-10-19T11:18:49Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201510193405.pdf: 428146 bytes, checksum: 154cf9121973cf6e754f3e1d5c9866a2 (MD5)\nlicense.html: 4789 bytes, checksum: 6b0671e7576c3f3fb55defacc9d5092a (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "26", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "mobiilimarkkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mobiiliteknologia", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mobiililaite", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajien asenne", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajien asenne mobiilimarkkinointia kohtaan", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201510193405", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-10-19T11:18:49Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "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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