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[{"key": "dc.contributor.advisor", "value": "Rautio, Riitta", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Piiroinen, Petra", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-05-02T06:10:18Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-05-02T06:10:18Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/63682", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, miten klassisen musiikin ja erityisesti suomalaisten orkesteri- instituutioiden yleis\u00f6t suhtautuvat mobiiliapplikaatioihin markkinoinnin ja yleis\u00f6ty\u00f6n ty\u00f6kaluna. Klassisen musiikin konserttikonventiot ovat s\u00e4ilyneet p\u00e4\u00e4piirteitt\u00e4in melko muuttumattomina 1800-luvulta saakka ja uusien innovaatioiden k\u00e4ytt\u00f6\u00f6n ottaminen klassisen musiikin k\u00e4yt\u00e4nteiss\u00e4 kest\u00e4\u00e4 usein pitk\u00e4\u00e4n. Tutkimusta digitaalisesta markkinoinnista klassisen musiikin kent\u00e4ll\u00e4 ei ole juurikaan tehty.\nTutkielman teoriaosa asettaa uuden kehityksen klassisen musiikin markkinoinnin ja yleis\u00f6ty\u00f6n jatkumoon ja selvitt\u00e4\u00e4 n\u00e4iden suhdetta, taustaa ja k\u00e4sitteist\u00f6\u00e4. Maitlandin (2000), Kawashiman (2000) ja Hayesin & Slaterin (2002) yleis\u00f6ty\u00f6n jaottelut, Kotlerin (1972) m\u00e4\u00e4ritelm\u00e4 markkinoinnista arvon fasilitoijana ja Boorsman (2006) n\u00e4kemykset taideyleis\u00f6n roolista taiteellisen tapahtuman arvon rakentajana ovat pohjana mobiiliapplikaation potentiaalia yleis\u00f6ty\u00f6ss\u00e4 ja markkinoinnissa sek\u00e4 applikaation toimintoja ja k\u00e4ytt\u00f6tarkoituksia arvioidessa. My\u00f6s mobiilin markkinoinnin kehittymist\u00e4, jatkumoa ja teknologioiden k\u00e4ytt\u00f6\u00f6noton teoriaa tutkitaan. Davisin (1989) Technology Acceptance Model TAM ja McCreadicen & Ricen (1999) kuusi estett\u00e4 uuden teknologian k\u00e4ytt\u00f6\u00f6notolle ovat l\u00e4ht\u00f6kohtina selvitt\u00e4ess\u00e4 mitk\u00e4 seikat ovat esteen\u00e4 mobiiliapplikaation k\u00e4ytt\u00f6\u00f6notolle klassisen musiikin piiriss\u00e4.\n\nTutkimusaineisto ker\u00e4ttiin verkkokyselylomakkeella joka levitettiin kuuden eri orkesterin yleis\u00f6ille. Lomake ker\u00e4si yhteens\u00e4 103 vastausta, joita analysoitiin sek\u00e4 laadullisiin ett\u00e4 m\u00e4\u00e4r\u00e4llisin menetelmin.\n\nTutkimuksen perusteella klassisen musiikin yleis\u00f6st\u00e4 valtaosa ottaisi k\u00e4ytt\u00f6\u00f6n orkesterin br\u00e4nd\u00e4tyn mobiiliapplikaation. Kuitenkin my\u00f6s orkestereiden nykyisten mobiilimarkkinoinnin kanavien eli sosiaalisen median k\u00e4ytt\u00e4mist\u00e4 voitaisiin mobiilissa markkinoinnissa tehostaa. Yleis\u00f6n kiinnostavimpina pit\u00e4m\u00e4t applikaation toiminnot olivat taidekokemuksen arvon rakentumista tukevia, esimerkiksi lis\u00e4tiedon saaminen teoksista kiinnosti vastaajia. Yleis\u00f6\u00e4 kiinnosti paljon my\u00f6s mm. lippujen mobiili ostaminen ja konserttien digitaaliset tallenteet. My\u00f6s esteit\u00e4 applikaation k\u00e4ytt\u00f6\u00f6notolle tunnistettiin. Suurin este applikaation k\u00e4ytt\u00e4miseen oli sosiaalinen ja liittyi konserttietikettiin.\n\nTutkimus tarjoaa uusia n\u00e4k\u00f6kulmia klassisen musiikin markkinointia kehitt\u00e4ville tahoille ja avaa mobiilimarkkinoinnin mahdollisuuksia ja haasteita klassisen musiikin kent\u00e4ll\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-05-02T06:10:18Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-05-02T06:10:18Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "87", "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": "klassinen musiikki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "classical music", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "technology acceptance", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Possibilities of mobile marketing in classical music audience development : a charting survey on classical music audiences\u2019 willingness to adopt an orchestra branded mobile application", "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-201905022356", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin, taiteen ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music, Art and Culture Studies", "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": "Musiikkitiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musicology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "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": "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.subject.oppiainekoodi", "value": "3051", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": 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