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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "M\u00e4kitalo, Anni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-04-02T06:21:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-04-02T06:21:08Z", "language": null, "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/123456789/68420", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tavoitteena on ymm\u00e4rt\u00e4\u00e4 sukupolvi Z:n, ja erityisesti 13-15 vuotiaiden nuorten tarpeita ja asenteita digitaalisessa ymp\u00e4rist\u00f6ss\u00e4, jotta organisaatiot voisivat\nparemmin tavoittaa ja sitouttaa nuoret digitaalisten kanavien kautta. Sukupolvi Z on\nsyntynyt teknologisesti hyvin kehittyneeseen yhteiskuntaan, ja tutkielma pyrkii selvitt\u00e4m\u00e4\u00e4n heille luonteenomaisia tarpeita ja piirtein\u00e4 digitaalisessa ymp\u00e4rist\u00f6ss\u00e4.\nTutkielman tavoite on palvella suomalaista urheiluorganisaatiota, joka on aloittamassa\npilottihankkeen suomalaisilla yl\u00e4asteilla. Hankkeen tavoite on ottaa osaa maamme kasvavaan huoleen nuorten liikkumattomuudesta ja lis\u00e4\u00e4ntyv\u00e4st\u00e4 ylipainosta kouluissa tapahtuvan liikuntaprojektin avulla.\nTutkielma koostuu aiemmasta kirjallisuudesta ja tutkimuksista liittyen sukupolvi Z:aan\nja digimarkkinointiin, sek\u00e4 kvalitatiivisesta tutkimuksesta. Kvalitatiivisessa tutkimuksessa haastateltiin kymment\u00e4 henkil\u00f6\u00e4: osa aikuisia alansa ammattilaisia, ja osa sukupolvi Z:n edustajia. Haastattelut olivat osittain j\u00e4senneltyj\u00e4: niiss\u00e4 kaikissa k\u00e4siteltiin samoja teemoja, mutta kysymykset riippuivat haastateltavasta ja tarpeen mukaan muokkautuivat haastattelun edetess\u00e4.\nTutkimustulokset osoittavat, ett\u00e4 nuorilla on sukupolvista riippumatta tarve ryhm\u00e4n hyv\u00e4ksynn\u00e4lle \u2013 ajanviettotavat ovat kuitenkin siirtym\u00e4ss\u00e4 fyysisist\u00e4 tapaamisista verkkoryhmiin ja -keskusteluihin. Sosiaalinen media on eitt\u00e4m\u00e4tt\u00e4 oikea kanava nuorten tavoittamiseen, mutta organisaatioiden t\u00e4ytyy valita relevantit kanavat ja sis\u00e4ll\u00f6t huolellisesti.\nVisuaalisen sis\u00e4ll\u00f6n rooli on nuorten kanssa viestimisess\u00e4 suuri, ja vaikuttajamarkkinoinnilla tullee olemaan t\u00e4rke\u00e4 rooli nuorten tavoittamisessa my\u00f6s tulevaisuudessa. Vaikuttajamarkkinoinnin syvempi ymm\u00e4rt\u00e4minen sek\u00e4 sen tuomat mahdollisuudet voisivat\ntoimia my\u00f6s t\u00e4rke\u00e4n\u00e4 jatkotutkimuksen kohteena.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This study examines generation Z and more specifically the age group of 13-to-15-year olds, and what sort of marketing communication strategy organizations should apply in order to create awareness, engagement and interaction with generation Z. Generation Z was born to an already technology-advanced society, and this study focuses on the needs, attitudes and characteristics of generation Z in a digital environment.\nThe study was conducted to serve a Finnish case organization, a sport federation that aims to offer help for the growing concern of inactivity and obesity among Finnish youth. The organization is planning a youth movement-project for schools, and this study aims to find the channels and tools to successfully get generation Z\u2019s attention in digital environment in order to inform and engage them to the project.\nThe study was conducted by a combination of earlier literature regarding digital marketing and generation Z and a qualitative research. The qualitative research consisted of ten semi-structured, in-dept interviews.\nThe findings of this study indicate that the need for acceptance and being part of a group or movement is similar to earlier generations, but it has shifted from face-to-face hangouts to online communities. Social media is undoubtedly the right channel to reach out and engage with generation Z, but organizations must be careful about the channels and the content they choose. Generation Z seems to be quite specific about the channels they use, and they have a clear preference for visual content. The importance and opportunities that influencer marketing can bring to organizations and a deeper understanding of the meaning of influencers to youth could be an interesting and beneficial subject for future research.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-04-02T06:21:08Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-04-02T06:21:08Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "55", "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": "influencer marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikuttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "somemarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Engaging with generation Z : from face-to-face interactions to online communities", "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-202004022633", "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": "community", "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": "student", "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": "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "z-sukupolvi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "generation z", "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": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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