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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "R\u00e4ty, Jessica", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-17T09:58:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-17T09:58:50Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75679", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sosiaalisessa mediassa j\u00e4rjestett\u00e4vi\u00e4 arvontoja ei ole tutkittu tarpeeksi. Varsinkin Facebook-arvontojen mahdollisuuksia asiakkaiden sitouttamiseen sosiaalisessa mediassa tulisi tutkia enemm\u00e4n. T\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4 arvontojen potentiaalia sitouttaa asiakkaita Facebookissa. T\u00e4m\u00e4n selvitt\u00e4miseksi toteutettiin kyselytutkimus Facebook-arvonnoista suomalaisten yritysten sosiaalisesta mediasta vastaaville ty\u00f6ntekij\u00f6ille. Kysely pohjautui aiempiin tutkimuksiin arvonnoista. Haastattelut toteutettiin puolistrukturoituina haastatteluina Skypen v\u00e4lityksell\u00e4. \n\nT\u00e4h\u00e4n tutkimukseen haastateltujen sosiaalisen median vastaavien mielest\u00e4 asiakkaan sitouttaminen on prosessi, joka tapahtuu askel kerrallaan. Heid\u00e4n p\u00e4\u00e4tavoitteensa arvonnoille on saada lis\u00e4\u00e4 tykk\u00e4\u00e4ji\u00e4 edustamansa yrityksenFacebook-sivuille ja sit\u00e4 kautta mahdollistaa avoin viestint\u00e4 arvontoihin osallistuvien henkil\u00f6iden ja yrityksen v\u00e4lill\u00e4. Tutkimukseen osallistuneet sosiaalisen median vastaavat kokivat, ett\u00e4 arvonnoilla on mahdollista tehd\u00e4 kuluttajasta, joka ei tunne br\u00e4ndi\u00e4, asiakas pitk\u00e4ll\u00e4 aikav\u00e4lill\u00e4. T\u00e4m\u00e4 tutkimus tutki my\u00f6s arvontojen muotoiluelementtej\u00e4, joiden pohjalta t\u00e4ss\u00e4 tutkimuksessa listattiin parhaat k\u00e4yt\u00e4nn\u00f6t asiakkaan sitouttamiseen Facebook-arvonnoissa. Tutkimuksessa l\u00f6ydettiin kaksi uutta p\u00e4\u00e4muotoiluelementti\u00e4 ja nelj\u00e4 uutta alamuotoiluelementti\u00e4 arvonnoille. N\u00e4m\u00e4 kaksi p\u00e4\u00e4muotoiluelementti\u00e4 ovat kohdeyleis\u00f6 ja esitys. Nelj\u00e4 uutta alamuotoiluelementti\u00e4 ovat teksti, kuva, tunne ja tyyli.\n\nT\u00e4m\u00e4 tutkimus lis\u00e4si tietoutta arvonnoista seuraavilla tavoilla: se tuotti kattavan kirjallisuuskatsauksen arvonnoista ja lis\u00e4si siit\u00e4 puuttuvan laadullisen n\u00e4k\u00f6kannan omalla tutkimuksellaan. T\u00e4m\u00e4 tutkimus lis\u00e4si tietoutta arvontojen mahdollisuuksista sitouttaa asiakaita Facebookissa. Se l\u00f6ysi my\u00f6s uusia arvontojen muotoiluelementtej\u00e4 ja lis\u00e4si ymm\u00e4rryst\u00e4 arvontojen yhteydest\u00e4 asiakaspolkuun.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This study examines promotional sweepstakes\u2019 potential to engage consumers and customers on Facebook from social media managers point of view. To reach this goal this study created a questionnaire, based on existing literature, for Finnish social media managers. Data for the questionnaires were gathered through semi-structured skype interviews.\n\nThis study found out that the interviewed social media managers viewed engagement as a step-by-step process and that the social media managers\u2019 ultimate goal was to open a two-way communication by gaining a company Facebook page like from a sweep-stakes\u2019 participant. The interviewed social media managers thought that sweepstakes has potential to make a consumer who does not know the brand into a customer in long term. The questionnaire examined also sweepstakes\u2019 design and based on the social media managers\u2019 answers this study listed the best practices to gain high levels of consumer and customer engagement on sweepstakes. This study found two new main sweepstakes\u2019 design elements and four new sub elements. The two new main elements are target audience and presentation. The four new sub elements are text, picture, feeling and style. \n\nThis study contributed to the knowledge of sweepstakes in following ways. This study conducted an extensive literature review about sweepstakes and added to it the missing qualitative knowledge. This study added knowledge about sweepstakes\u2019 potential to engage customers on Facebook and found two new main sweepstakes\u2019 design elements and four new sub elements. This study also added knowledge about sweepstakes overall connection to the customer journey.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-17T09:58:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-17T09:58:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "84", "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": "sweepstakes promotions", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sweepstakes marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sweepstakes design", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "prize promotions", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social media engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digital consumer engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Promotional sweepstakes' potential to engage customers on Facebook", "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-202105172952", "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.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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "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": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Facebook", "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": "marketing", "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": "Facebook", "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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