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[{"key": "dc.contributor.advisor", "value": "Shaikh, Aijaz A.", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aalto, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-14T05:54:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-14T05:54:28Z", "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/123456789/76482", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena on tunnistaa Japanilaisen Z-sukupolven motivaatioita k\u00e4ytt\u00e4\u00e4 LINE applikaatiota yritystilien seuraamiseen ja interaktiivisuuteen niiden kanssa. T\u00e4m\u00e4n lis\u00e4ksi tutkittiin syit\u00e4 miksi LINE\u00e4 k\u00e4ytet\u00e4\u00e4n yritysten seurantaan enemm\u00e4n kuin muita vastaavia alustoja. Lis\u00e4ksi tutkittiin syit\u00e4 LINE markkinoinnin positiiviseen sek\u00e4 negatiiviseen vastaanottamiseen. Olemassa olevaa kirjallisuutta kuluttajak\u00e4ytt\u00e4ytymiseen liittyen k\u00e4ytettiin erilaisten hyv\u00e4ksyttyjen motivaatiomallien kehitt\u00e4miseksi. Aikaisemmassa kirjallisuudessa tutkimusta kohdennetusta kontekstista, teknologiasta ja v\u00e4est\u00f6taustasta kannustettiin. T\u00e4ss\u00e4 tutkimuksessa korostuu asiakasarvon k\u00e4ytt\u00e4minen ja tulosten analysoiminen hierarkkisessa muodossa. Lis\u00e4ksi sek\u00e4 syit\u00e4 positiivisen, ett\u00e4 negatiivisen kuvan luominen markkinoinnissa esitettiin. T\u00e4ss\u00e4 tutkimuksessa k\u00e4ytet\u00e4\u00e4n n\u00e4ytteenottotekniikkaa. Se tarkoittaa, ett\u00e4 haastateltavat p\u00e4\u00e4tet\u00e4\u00e4n tutkijan arvostelun perusteella. Tarkemmin t\u00e4ss\u00e4 tutkimuksessa k\u00e4ytetty n\u00e4ytteenotto-tekniikka on ositettu otanta. T\u00e4rkein syy k\u00e4ytt\u00e4\u00e4 t\u00e4t\u00e4 tekniikkaa keskittym\u00e4\u00e4n v\u00e4est\u00f6n ominaisuuksiin, t\u00e4ss\u00e4 tapauksessa Japanin Z-sukupolveen. Tutkija haastatteli suomalaisia Japanin markkinoinnin asiantuntijoita ja suomalaisia yrityksi\u00e4, joilla on toimintaa Japanissa t\u00e4rkeiden markkinointiteemojen l\u00f6yt\u00e4miseksi. N\u00e4iden haastattelujen perusteella tutkija pystyi saamaan relevanttiutta tutkimuksen aiheisiin. Yhdeks\u00e4n japanilaista kohderyhm\u00e4n edustajaa haastateltiin puolistrukturoiduissa haastatteluissa et\u00e4n\u00e4 Zoom ohjelmaa k\u00e4ytt\u00e4en. Tutkija ensin nauhoitti kaikki haastattelut ja t\u00e4m\u00e4n j\u00e4lkeen kirjoitti kaiken puhtaaksi analysointia varten. Tutkimusmenetelm\u00e4n\u00e4 k\u00e4ytettiin temaattista analyysi\u00e4 ja tutkija k\u00e4ytti NVivo ohjelmaa teemojen muodostamiseen. Tulokset osoittivat indikaattoreita kuluttajan k\u00e4ytt\u00e4ytymiseen utilitaristiselta sek\u00e4 hedonistiselta kannalta. Etenkin LINEn hy\u00f6dyiss\u00e4 korostuivat enemm\u00e4n funktionaaliset arvot, ja n\u00e4m\u00e4 toimivat my\u00f6s motivaationa k\u00e4ytt\u00e4\u00e4 LINE\u00e4 enemm\u00e4n kuin muita applikaatioita. N\u00e4iden p\u00e4\u00e4telmien lis\u00e4ksi luotiin my\u00f6s preferenssej\u00e4 mink\u00e4laisesta digimarkkinoinnista Japanilainen Z-sukupolvi pit\u00e4\u00e4 ja t\u00e4ten pystyt\u00e4\u00e4n luomaan positiivinen kuva yrityksest\u00e4. Tutkimus kysymyksiin onnistuttiin vastaamaan ja saatiin t\u00e4rkeit\u00e4 k\u00e4yt\u00e4nn\u00f6n havaintoja sek\u00e4 avattiin mahdollisuuksia uusille tutkimuksille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this master thesis is to identify the behavior drivers and motivations in adopting and using LINE messaging application (hereinafter: LINE) by the Japanese Z-generation. Within the rich ambit of services offered by LINE, the focus of this thesis includes the LINE marketing messages/offers send to registered members of the application. Why Gen-Z prefers using LINE over other similar mobile applications were identified and included in the discussion. Indicators for positive and negative consumer attitudes in LINE marketing were also identified in this study. In this research, non-probability sampling technique is used. It means that the interviewees are decided based on the researcher\u2019s subjective judgement. In more detail, the sampling technique used in this research is purposive sampling. The main reason to use this technique to focus on characteristics of a population, in this case, Japanese Generation Z. To develop important themes for this research, the researcher interviewed Finnish marketing experts in Japanese markets and Finnish companies operating in Japanese markets. From these findings the researcher found validation and relevancy for certain marketing topis for what the study can focus on. The aim is to propose implications for both academics and practitioners.\nNine representatives of the Japanese target group were approached, and semi-structured interviews were conducted remotely using Zoom application. The researcher first recorded the interviews and then transcribed the answers for the analysis. Thematic analysis was used as the research method to identify findings from the interview transcribes, and the researcher used the NVivo application to find and create themes. The results showed important indicators of consumer behavior from a utilitarian as well as a hedonistic point of view. In particular, the benefits of LINE emphasized more functional values, and these also served as a motivation to use LINE more than other applications. In addition to these conclusions, preferences were also created about what kind of digital marketing the Japanese Z generation likes. Thus, the researcher was able to create positive and negative image indicators for digital marketing. The research questions were answered in satisfactory, and important practical findings were obtained, as well as opening more opportunities for future research.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-14T05:54:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-14T05:54:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "64", "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": "perceived value", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Identifying behavioral drivers and motivations for consumer engagement in LINE application : a thematic analysis", "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-202106143687", "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", "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": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobiilisovellukset", "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": "mobiilimarkkinointi", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkaat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobile apps", "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": "mobile 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": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customers", "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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