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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Paloj\u00e4rvi, Terhi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-10-08T07:11:29Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-10-08T07:11:29Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/59778", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, kuinka markkinointia sosiaalisessa mediassa voidaan toteuttaa yritysten v\u00e4lisill\u00e4 (business-to-business, b2b) -markkinoilla sek\u00e4 miten potentiaalinen markkinointikanava sosiaalinen media (some) on case-yritykselle. Tutkimus keskittyy selvitt\u00e4m\u00e4\u00e4n yritysasiakkaiden asenteita some-markkinointia kohtaan, ja p\u00e4\u00e4telm\u00e4t some-markkinoinnin toteutuksesta ja potentiaalista luodaan asenne-analyysin perusteella.\nSome-markkinointi on ollut viime vuosina yksi t\u00e4rkeimmist\u00e4 tutkimuksen aihepiireist\u00e4 markkinoinnin tutkimuksen alalla. Suurin osa tutkimuksesta on kuitenkin keskittynyt kuluttajapuoleen, ja b2b-puoli on j\u00e4\u00e4nyt v\u00e4hemm\u00e4lle huomiolle. Yh\u00e4 useampi b2b-markkinoilla toimiva firma kuitenkin osallistuu sosiaaliseen mediaan -kuitenkin usein ilman p\u00e4tev\u00e4\u00e4 tutkimustietoa aiheesta. Sosiaalisen median tutkimuksessa on siis selv\u00e4 tarve my\u00f6s b2b-n\u00e4k\u00f6kulman huomioon ottamiselle.\nTutkimus toteutettiin laadullisena case-tutkimuksena. Aineisto hankittiin haastattelemalla case-yrityksen asiakkaita. Haastattelut keskittyiv\u00e4t haastateltavien some-k\u00e4ytt\u00e4ytymisen kartoittamiseen, sek\u00e4 asenteiden kolmen eri komponentin tunnistamiseen vastauksista. Tutkimusaineisto analysoitiin teemoittelun avulla.\nTutkimuksen tulokset osoittavat, ett\u00e4 kaikki kolme asennekomponenttia ilmenev\u00e4t haastateltavien vastauksista niin kuluttaja- kuin yrityspuolen some-markkinointia kohtaan. Kaiken kaikkiaan vastaajien asenteet some-markkinointia kohtaan kuluttajapuolella ovat hyvin monenlaisia, kun taas b2b-puolella kokonaisuudessaan vastaajilla oli positiivisempi asenne some-markkinointia kohtaan. Tiet\u00e4mys some-markkinoinnin toimivuudesta johti positiivisempaan kognitiiviseen asenteeseen. Hyv\u00e4t kokemukset some-markkinoinnista johtivat positiiviseen k\u00e4ytt\u00e4ytymisasenteeseen. Tunteisiin liittyv\u00e4 asennekomponentti ei juuri ilmennyt vastauksissa, eiv\u00e4tk\u00e4 haastateltavat tunnistaneet t\u00e4llaista asennetta itsess\u00e4\u00e4n.\nTutkimus osoittaa, ett\u00e4 my\u00f6s b2b-puolella on potentiaalia some-markkinoinnin toteuttamiseen. Markkinointiviestinn\u00e4n tyyli ja sis\u00e4lt\u00f6 merkitsev\u00e4t kuitenkin paljon some-markkinoinnin onnistumisen kannalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this study is to determine how social media can be implemented in business-to-business marketing, and what is the potential of social media marketing for the case firm. The study focuses on attitudes toward social media marketing, and conclusions of the possible implementation are done based on the attitude analysis.\nSocial media marketing has been one of the main topics in marketing research for the past few years. Most of the earlier research has focused on social media marketing in consumer markets, and business markets have been left with less attention. However, business-to-business companies have become increasingly interested in social media marketing, but are often said to lack the insight concerning how to do it effectively. Therefore, there is a need for research about social media marketing in business-to-business markets.\nThe study was conducted as a case study, using a qualitative research method. The case company\u2019s customers were interviewed in order to gain insight of their social media consumption behavior as well as their thoughts, attitudes and perceptions of social media marketing in business-to-business. Specifically, the three components of attitude were investigated. Theme analysis was conducted for the collected interview data in seek for repetitive themes and thoughts in the data.\nThe results of this study implicate that all of the three attitude components are apparent also in the attitude toward social media marketing. Overall, the respondents\u2019 attitudes toward social media marketing in business-to-customer segment was quite varied, and there were both negative and positives expressions towards it. In the business-to-business segment, the attitudes were overall a bit more positive. The knowledge and experience of the effectiveness of social media marketing lead to positive cognitive attitude component. The positive experiences with good social media marketing resulted in interest in the marketing communication and positive behavioral attitude component. The affective attitude component was less recognized.\nThe study shows that there is a potential in social media marketing for a business-to-business company, and the style and content play a major role in the marketing success.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Riitta Pitk\u00e4nen (rpitkane@jyu.fi) on 2018-10-08T07:11:29Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-10-08T07:11:29Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "language": "", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "business-to-business marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media consumption", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing attitude", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Business customers' attitudes toward social media marketing", "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-201810084369", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "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.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "business", "language": "", "element": "contractresearch", "qualifier": "initiative", "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": "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.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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "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": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "business-to-business marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "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 <a href=\"https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat\">arkistoty\u00f6asemalta</a>.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "<br><br>The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival <a href=\"https://kirjasto.jyu.fi/en/workspaces/facilities\">workstation</a> at Jyv\u00e4skyl\u00e4 University Library reserved for the use of archival materials.", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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