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[{"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salakka, Matti", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-05-12T12:25:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-05-12T12:25:38Z", "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/123456789/68945", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena on tutkia markkinoinnin automaatioj\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n omaksumista k\u00e4ytt\u00e4jien n\u00e4k\u00f6kulmasta. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4, mill\u00e4 teknologian omaksumiseen vaikuttavilla tekij\u00f6ill\u00e4 on vaikutus markkinoinnin automaatioj\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n omaksumiseen. Lis\u00e4ksi selvit\u00e4\u00e4n, mill\u00e4 tavalla ja kuinka voimakkaasti tunnistetut tekij\u00e4t vaikuttavat k\u00e4yt\u00f6n omaksumiseen. Omaksumista tutkitaan UTAUT-mallin avulla, joka on kehitetty hy\u00f6dynt\u00e4en kahdeksaa teknologian hyv\u00e4ksynt\u00e4mallia. Tutkimusmenetelmin\u00e4 k\u00e4ytet\u00e4\u00e4n kirjallisuuskatsausta ja teemahaastattelua, tutkimuksen ollessa laadullinen tapaustutkimus. Teknologia on tullut erottamattomaksi osaksi modernia markkinointia, koska se mahdollistaa entist\u00e4 tehokkaamman ty\u00f6skentelyn ja paremmat tulokset. Markkinoinnin automaation ennustettiin olevan yksi merkitt\u00e4vimmist\u00e4 muutoksista markkinoinnin alalla. Sen suosio onkin edelleen kasvussa, mutta silti useat yritykset eiv\u00e4t ole onnistuneet saamaan sen k\u00e4yt\u00f6st\u00e4 tavoiteltua hy\u00f6ty\u00e4. Aiheesta on my\u00f6s olemassa harvinaisen niukasti tieteellist\u00e4 kirjallisuutta. T\u00e4m\u00e4 tutkielma antaa arvokasta tietoa markkinoinnin automaation kouluttajille ja j\u00e4rjestelm\u00e4vastuullisille, joiden teht\u00e4v\u00e4n\u00e4 on kasvattaa j\u00e4rjestelm\u00e4n k\u00e4ytt\u00f6astetta sek\u00e4 helpottaa j\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n omaksumista. Tutkimuksen tuloksissa selvi\u00e4\u00e4, ett\u00e4 tunnistamalla markkinoinnin automaatioj\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n omaksumiseen vaikuttavat tekij\u00e4t, voidaan lis\u00e4t\u00e4 j\u00e4rjestelm\u00e4n k\u00e4ytt\u00f6\u00e4, helpottaa omaksumista sek\u00e4 tunnistaa sellaiset henkil\u00f6t, jotka tulevat todenn\u00e4k\u00f6isemmin tarvitsemaan enemm\u00e4n tukea omaksumisessa. J\u00e4rjestelm\u00e4n k\u00e4ytt\u00e4j\u00e4lle t\u00e4rke\u00e4ss\u00e4 roolissa onnistuneen omaksumisen kannalta ovat riitt\u00e4v\u00e4 tuki ja tietoisuus j\u00e4rjestelm\u00e4n tarjoamista hy\u00f6dyist\u00e4 strategian toteuttamisessa. On my\u00f6s t\u00e4rke\u00e4\u00e4 ottaa huomioon yksil\u00f6lliset erot avun tarpeessa sek\u00e4 k\u00e4ytt\u00e4j\u00e4n kokemus.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The objective of this thesis is to examine the acceptance and use of marketing automation technology from user perspective to find out which factors affect the acceptance. In addition, the research examines that how and to what degree those factors have an impact. The acceptance and use are reviewed using the Unified theory of acceptance and use of technology (UTAUT) model, which was formulated using eight different technology acceptance models. Research methods of this thesis are literature review and theme interview as a qualitative case study research method. Technology has become an intrinsic part of modern marketing, because it enables more efficient working and better results. Marketing automation was forecasted to become one of the biggest game changer in the marketing field. Its popularity is still growing, yet many of the organizations have failed gaining the benefit they were seeking. There are also exceptionally few scientific publications available of marketing automation. This thesis gives valuable knowledge for people educating marketing automation and system admins, who are responsible for increasing the utilization rate of the system and to ease the acceptance and use of marketing automation. The results of this thesis show that by identifying the factors that affect the acceptance, you can increase the system usage, ease the acceptance and identify individuals who are more likely going to need more help with using the system. From user perspective, adequate support and knowing all the system provided capabilities, are in key role for successful acceptance and use of marketing automation. It is also important to consider individual differences in the amount of support needed and the experience of users.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-05-12T12:25:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-05-12T12:25:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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": "teknologian omaksuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Markkinoinnin automaatioj\u00e4rjestelm\u00e4n k\u00e4yt\u00f6n omaksuminen", "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-202005123153", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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": "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "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": "automaatio", "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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