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[{"key": "dc.contributor.advisor", "value": "Olbertz-Siitonen, Margarethe", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tyynel\u00e4, Tero", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-24T06:00:29Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-24T06:00:29Z", "language": "", "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/123456789/76811", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena oli selvitt\u00e4\u00e4, onko urheiluorganisaation sosiaalisessa mediassa toteutetulla markkinointiviestinn\u00e4ll\u00e4 mahdollista saada aikaan merkitt\u00e4v\u00e4\u00e4 muutosta, liittyen sen br\u00e4ndiyhteis\u00f6\u00f6n kuulumattomien seuraajien k\u00e4sitykseen organisaation ja heid\u00e4n v\u00e4lisest\u00e4 suhteestaan. Tutkielma toteutettiin toimintatutkimuksena JymyJusseille, joka on pes\u00e4pallo-organisaatio Sein\u00e4joella. Tutkimuksen tarkoituksena oli kartoittaa organisaation l\u00e4ht\u00f6tilanne sosiaalisen median markkinointiviestinn\u00e4n ja br\u00e4ndiyhteis\u00f6n suhteen, suunnitella ja toteuttaa viestint\u00e4\u00e4n teht\u00e4v\u00e4t muutokset, sek\u00e4 tarkastella lopputulemaa. Toimintatutkimukset toteutetaan usein koulutus- ja yritysmaailman konteksteissa, joten t\u00e4m\u00e4 tutkimus pyrki tuomaan uutta n\u00e4k\u00f6kulmaa toimintatutkimusten toteuttamiseen urheiluorganisaation kontekstissa.\r\n\r\nAineisto ker\u00e4ttiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 kahta verkkokysely\u00e4, jotka julkaistiin seuran Facebook-sivulla. Ensimm\u00e4isen verkkokyselyn vastauksia hy\u00f6dynnettiin l\u00e4ht\u00f6tilanteen kartoittamisessa ja markkinointiviestinn\u00e4n suunnittelussa. Toisen verkkokyselyn vastauksia hy\u00f6dynnettiin toteutetun markkinointiviestinn\u00e4n onnistumisen m\u00e4\u00e4rittelyss\u00e4.\r\n\r\nTutkimuksen tulokset esitt\u00e4v\u00e4t, ett\u00e4 JymyJusseilla on lojaali ja aktiivinen br\u00e4ndiyhteis\u00f6. My\u00f6s mahdollisesti aktiivisempaan vuorovaikutukseen alttiita seuraajia br\u00e4ndiyhteis\u00f6n ulkopuolelta tunnistettiin. Positiivista muutosta seuraajien k\u00e4sityksest\u00e4 heid\u00e4n suhteestaan seuraan havaittiin. Tutkimus ei kuitenkaan voi todeta suunnitellun markkinointiviestinn\u00e4n olleen merkitt\u00e4vin tekij\u00e4 muutoksen takana, koska toisen verkkokyselyn vastaukset olivat hyvin moninaisia.\r\n\r\nTutkimustulosten perusteella voidaan todeta, ett\u00e4 tutkimusta voidaan pit\u00e4\u00e4 johdantona toimintatutkimuksen toteuttamiseen ja hy\u00f6dynt\u00e4miseen urheiluorganisaatiossa, markkinointiviestinn\u00e4n n\u00e4k\u00f6kulmasta. N\u00e4in ollen tulisi toteuttaa useampi toimintatutkimusprosessi JymyJussien sosiaalisen median markkinointiviestint\u00e4\u00e4n liittyen, jotta seuran toimintaa voitaisiin kehitt\u00e4\u00e4 viel\u00e4 pidemm\u00e4lle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this thesis was to inspect if marketing communication conveyed in the social media channels of a sports organization can significantly change the perceptions the followers outside of the brand community have regarding the organization. This thesis was conducted as an action research study for JymyJussit, a Finnish baseball organization operating in Sein\u00e4joki, Finland. The purpose of this study was to find out the premise in the organization regarding the social media marketing communication and its brand community, plan and implement the changes to the communication strategy, and reflect on the outcomes. Action research studies usually focus on the context of education and business thus this study strived to answer the research gap of action research conducted in a sports organization context.\r\n\r\nThe data was gathered by conducting two online questionnaires, published on the Facebook page of the club. The first online questionnaire acted as the starting point for the study, as its results were analyzed to utilize in the plan for the marketing communication. The second online questionnaire was utilized to evaluate if any significant change had occurred in the perceived relationships of the followers.\r\n\r\nThe research results suggest that JymyJussit has a loyal and active brand community. Also, followers who are prone to marketing communication encouraging more active engagement with the club, were also identified. Furthermore, a positive impact on the perceived relationships of followers were identified. However, the study cannot state that the planned marketing communication was the main factor in the change, as the answers to the second online questionnaire were rather varied.\r\n\r\nBased on the results of the research, it is suggested that this study is seen as an introduction to conducting research in the sports organization context, utilizing action research methods in relation to communication and marketing. Therefore, multiple action research cycles regarding JymyJussit and its marketing communication in the social media should be conducted to further develop their operations.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-24T06:00:29Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-24T06:00:29Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2021", "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": "brand community", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Communication between a sports organization and its brand community : an action research study", "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-202106244006", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Intercultural Management and Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Intercultural Management and Communication", "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": "3136", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6t", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pes\u00e4pallo", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "toimintatutkimus", "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": "viestint\u00e4", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communities (organisations)", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Finnish baseball", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sports", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "action research", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": "", "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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