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[{"key": "dc.contributor.advisor", "value": "Laine, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Leinonen, Mikael", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-12-11T11:45:48Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-12-11T11:45:48Z", "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/123456789/66747", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Liikuntakulttuurin keskeisi\u00e4 muutossuuntia ovat nuorisokulttuurinen liikkuminen sek\u00e4 liikunnan yksityisen sektorin kasvu. Liikuntapalveluiden kaupallistuessa SuperPark Oy:n kaltaisten liikuntapalveluyritysten tulee ymm\u00e4rt\u00e4\u00e4 sosiaalisen median markkinoinnin mahdollisuudet asiakassuhteiden ja liikuntasitoutumisen kehitt\u00e4misess\u00e4. T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena oli selvitt\u00e4\u00e4 ja kuvailla SuperParkin sosiaalisen median markkinoinnin vaikutuksia asiakassuhteisiin ja liikuntasitoutumiseen. Lis\u00e4ksi selvitettiin asiakassuhteen vaikutusta liikuntasitoutumiseen. Tutkimuksessa sosiaalisen median markkinoinnin mittareina olivat sis\u00e4ll\u00f6n kulutus, vuorovaikutus ja sis\u00e4ll\u00f6n jakaminen. Asiakassuhteen mittareina k\u00e4ytettiin j\u00e4senyytt\u00e4 ja k\u00e4yntien useutta, luottamusta, identifikaatiota ja l\u00e4heisyytt\u00e4. Liikuntasitoutumisen mittarit olivat nautinto ja kokemukset, osallistumisen tarjoamat mahdollisuudet, henkil\u00f6kohtaiset investoinnit ja sosiaaliset rajoitteet. Tutkimuksessa oli kvantitatiivinen tutkimusote ja tiedonkeruumenetelm\u00e4n\u00e4 k\u00e4ytettiin kyselytutkimusta. Kyselyyn vastaajat olivat 12\u201317-vuotiaita SuperParkin sosiaalisen median (Instagram) seuraajia. Verkkokyselyyn vastaajat rekrytoitiin SuperParkin Instagramin kautta. Aineiston (n=530) analysoinnissa k\u00e4ytettiin SPSS- ja SmartPLS-ohjelmia. Tutkimuksen tulosten mukaan asiakkaiden vuorovaikutus SuperParkin kanssa sosiaalisessa mediassa vaikuttaa heid\u00e4n koettuun identifikaatioon ja l\u00e4heisyyteen SuperParkia kohtaan. Sis\u00e4ll\u00f6n kulutus vaikuttaa n\u00e4iden lis\u00e4ksi my\u00f6s luottamukseen. Vuorovaikutus, koettu identifikaatio sek\u00e4 l\u00e4heisyys SuperParkia kohtaan vaikuttavat asiakkaiden kokemukseen SuperParkin tarjoamista uniikeista (liikunta)mahdollisuuksista. Lis\u00e4ksi vuorovaikutus vaikuttaa asiakkaiden sosiaalisiin rajoitteisiin, joita he voivat kokea, mik\u00e4li eiv\u00e4t osallistuisi liikunta-aktiviteetteihin SuperParkissa. Jatkotutkimuksissa ymm\u00e4rryst\u00e4 liikuntapalveluiden markkinoinnista, asiakassuhteista ja liikuntasitoutumisesta voi syvent\u00e4\u00e4 tutkimuksilla muista ymp\u00e4rist\u00f6ist\u00e4 tai asiakasryhmi\u00e4 haastatellen. Lis\u00e4ksi tutkimuksen ja tulosten vertailu toisenlaisiin liikuntapalveluyrityksiin ja kansainv\u00e4lisiin ymp\u00e4rist\u00f6ihin tarjoaisi arvokasta lis\u00e4tietoa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The increase of youth sports and private sport sector are relevant changes in Finnish sport culture. While the sport services are becoming more commercial, it is important for sport service companies like SuperPark Ltd to understand the possibilities of social media marketing in developing customer relationships and sport commitment. The aim of this study was to find out how social media marketing impacts on customer relationships and sport commitment in case of SuperPark. Also, the impact of customer relationships on sport commitment was examined. The metrics of social media marketing were content consumption, interaction and content sharing. The metrics of customer relationships were membership, number of visits, trust, identification and closeness. In sport commitment the metrics were enjoyment, involvement opportunities, personal investments and social constraints. Study was conducted using quantitative research methods. A survey was published on SuperPark Instagram profile and directed for followers aged 12 to 17. The data (n=530) was analyzed using SPSS and SmartPLS. The results of the study indicate that the interaction with SuperPark impacts on customers\u00b4 identification and closeness to SuperPark. Consumption of content affects also trust. Interaction with SuperPark, identification and closeness to SuperPark impact on customers\u00b4 feelings of unique involvement opportunities that can only be experienced in SuperParks. Interaction with SuperPark also affects social constraints that customers could experience if they didn\u00b4t visit SuperParks. In the future it would be interesting to gain broader knowledge of sport service companies\u00b4 social media marketing, customer relationships and sport commitment by interviewing customers. Also comparing the results of the current study to other type of sport service companies both in Finland and abroad would provide valuable information.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-12-11T11:45:48Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-12-11T11:45:48Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "102", "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": "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": "liikuntasitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median markkinoinnin vaikutukset asiakassuhteisiin ja liikuntasitoutumiseen : case SuperPark Oy", "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-201912115212", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "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": "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": "Liikunnan yhteiskuntatieteet", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": 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