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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hiirsalmi, Sami", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-03-17T06:20:01Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-03-17T06:20:01Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68201", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritykset ja markkinoijat mittaavat markkinointitoimenpiteit\u00e4ns\u00e4 online- kanavissa p\u00e4ivitt\u00e4in. Samanaikaisesti, toimiala on nuori ja empiirist\u00e4 tutkimusta online-markkinoinnin vaikutuksista kuluttajien p\u00e4\u00e4t\u00f6ksiin on v\u00e4h\u00e4n. T\u00e4m\u00e4n lis\u00e4ksi, on vain v\u00e4h\u00e4n tietoa, miten online-markkinointi vaikuttaa kuluttajien p\u00e4\u00e4t\u00f6ksiin muualla kuin verkossa. Edell\u00e4 mainittujen asioiden takia online-mainonnan kohdentamisen vaikutusten tutkiminen kuluttajien ostop\u00e4\u00e4t\u00f6ksiin on ajankohtainen ja t\u00e4rke\u00e4 aihe tutkia. Tutkimuksen empiirinen tapaustutkimus luo ymm\u00e4rryst\u00e4 tutkittavasta aiheesta ja tarjoaa toimialalle viimeisimm\u00e4n tiedon online-mainonnan kohdentamisen vaikutuksista.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tavoitteena on tutkia online-mainonnan kohdentamisen vaikutuksia kuluttajien ostop\u00e4\u00e4t\u00f6ksiin. Tapaustutkimus tarjoaa analyysin eri n\u00e4k\u00f6kulmista kvantitatiivisen datan avulla; kohderyhm\u00e4analyysej\u00e4, monikanavaisen markkinoinnin vaikutusten ymm\u00e4rryst\u00e4 ja tuloksia viestille altistumisen vaikutuksista. Edell\u00e4 mainittujen kokonaisuuksien tutkiminen verkossa ja kivijalassa tarjoaa uutta tietoa olemassa olevaan tutkimukseen todistamalla, ett\u00e4 online-mainonnan kohdentaminen perustuen kuluttajien k\u00e4ytt\u00e4ytymiseen ja preferensseihin kasvattaa ostoa kuluttajien altistuessa markkinointiviestille s\u00e4hk\u00f6postissa ja sosiaalisessa mediassa.\r\n\r\nT\u00e4m\u00e4n tutkimuksen tulokset osoittavat online-mainonnan kohdentamisen perustuen kuluttajien preferensseihin ja k\u00e4ytt\u00e4ytymiseen tuottavan suuremman myynnin. Markkinointiviestille altistumisella s\u00e4hk\u00f6postissa ja sosiaalisessa mediassa on merkitt\u00e4v\u00e4 vaikutus. Tulokset osoittavat, ett\u00e4 monikanavaisuudella on vain osittainen ostop\u00e4\u00e4t\u00f6st\u00e4 tehostava vaikutus. Lis\u00e4ksi, l\u00f6yd\u00f6kset kuluttajien eri elinvaiheiden v\u00e4lisist\u00e4 tuloksista osoittavat kohdentamisella perustuen kuluttajien preferensseihin ja k\u00e4ytt\u00e4ytymiseen olevan suuri potentiaali.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Online marketing measurement can be seen a day-to-day procedure for marketers and companies. At the same time, the industry is still young and there is indeed room for empirical research to understand the actual effects online marketing has on consumers. In addition, there is little knowledge on measuring offline behavior such as purchasing resulting from online marketing. Thus, examining how online targeting affects consumers\u2019 purchase decisions is a current and important research topic. The empirical case study sheds light on online targeting and provides the industry with understanding of whether targeting based on consumers\u2019 preferences enhances purchase behavior.\r\n\r\nThe objective of this research is to examine how online targeting influences consumers\u2019 purchase decisions. The empirical case study setting enables analysis from multiple perspectives with quantitative data; target group analyses, measuring multi-channel effects, and determining whether marketing message exposure has an influence on purchase behavior. Examining all of the aforementioned in the online and offline context contributes to existing research by providing results that online targeting based on consumers\u2019 behavior and preferences increases sales when consumers are exposed to the marketing message in email and social media.\r\n\r\nThe results of this study indicate targeting based on consumers\u2019 preferences and behavior increases sales. In addition, there is a significant added sales effect when consumers are exposed to the marketing message in email and social media. The results from exposure to the message in multiple channels enhance only partly purchase decision. Moreover, results of consumers in different life stages support the findings of increased potential in online targeting when it is based on consumers\u2019 preferences and behavior.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-03-17T06:20:01Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-03-17T06:20:01Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "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": "Online targeting", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "purchase behavior", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "purchase decision", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digital marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "email marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Online-kohdentaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Examining the effects online targeting has on consumers' purchase decisions", "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-202003172425", "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", 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"ostok\u00e4ytt\u00e4ytyminen", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkomainonta", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostaminen", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "buying behaviour", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, 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