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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehikoinen, Simone", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-12-17T10:26:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-12-17T10:26:14Z", "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/123456789/79018", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Facebookista on kasvanut yksi merkitt\u00e4vin digimarkkinoinnin kanava viimeisen kymmenen vuoden aikana, ja Suomessakin k\u00e4ytt\u00e4j\u00e4m\u00e4\u00e4r\u00e4t l\u00e4henev\u00e4t jo nelj\u00e4\u00e4 miljoonaa. Verkkokauppojen m\u00e4\u00e4r\u00e4t jatkavat kasvuaan, kun digitalisoituminen kiihtyy. Verkkokauppojen tulisi pysty\u00e4 kiinnitt\u00e4m\u00e4\u00e4n kuluttajien huomio kaiken muun sis\u00e4ll\u00f6ntuotannon keskelt\u00e4 Facebookissa. T\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 onko tunnevetoisella ja j\u00e4rkiperusteisella Facebook-mainonnalla eroa ostoaikeen synnyss\u00e4, millaisia tunteita tunnevetoinen ja j\u00e4rkiperusteinen mainonta her\u00e4tt\u00e4\u00e4 ja millaisia verkko-ostajatyyppej\u00e4 on olemassa. T\u00e4m\u00e4 on t\u00e4rke\u00e4\u00e4, sill\u00e4 kuluttajien kokonaisvaltainen ymm\u00e4rt\u00e4minen tunteiden ja ostok\u00e4ytt\u00e4ytymisen osalta on merkityksellist\u00e4 markkinoinnin ja verkkokauppojen kehityksen kannalta. Tutkielman teoreettinen kehys perustuu erilaisiin tunneteorioihin, jotka selitt\u00e4v\u00e4t ihmisten vuorovaikutusta itsens\u00e4 ja ymp\u00e4rist\u00f6ns\u00e4 v\u00e4lill\u00e4. Tutkielmassa on my\u00f6s hy\u00f6dynnetty yleisimpi\u00e4 verkko-ostajatyyppej\u00e4 sek\u00e4 UTAUT2-mallia, jotka osaltaan selitt\u00e4v\u00e4t kuluttajien ostok\u00e4ytt\u00e4ytymist\u00e4 verkossa. Tutkielman empiirinen osuus toteutettiin kyselytutkimuksena lokakuussa 2021. Kyselyyn saatiin 271 analyysiin sopivaa vastausta. Tutkittavia muuttujia analysoitiin ep\u00e4parametrisen Mann-Whitney U-testin avulla sek\u00e4 kuvailevalla analyysill\u00e4. Lis\u00e4ksi tutkimuksen p\u00e4tevyytt\u00e4 ja mittareita arvioitiin erilaisilla mittareilla. Tutkimuksen tulokset osoittavat, ett\u00e4 tunnevetoisella ja j\u00e4rkiperusteisella Facebook-mainonnalla on eroa ostoaikeen synnyss\u00e4. Mann-Whitney U -testin mukaan tulos oli j\u00e4rkiper\u00e4isen Facebook-mainonnan suuntaan, mutta tulos ei ole merkitt\u00e4v\u00e4, sill\u00e4 ero oli vain 3,7 %:ia. Tutkimuksen kuvailevat analyysit Facebook-mainostilin datasta ja kyselylomakkeen avoimista vastauksista taas osoittivat, ett\u00e4 tunneper\u00e4inen Facebook-mainonta her\u00e4tti paremmin kuluttajan huomion ja kiinnostuksen yrityksen tuotteita kohtaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Facebook has grown into one of the most significant digital marketing channels in the last ten years, and the number of users in Finland is already approaching four million. The number of online stores will continue to grow as digitalization accelerates. Online stores should be able to get the attention of consumers in the middle of all other content production on Facebook. The purpose of this study was to determine whether emotional and rational Facebook advertising differ in the generation of intent to purchase, what emotions and rational advertising evoke, and what types of online shoppers exist. This is important because a holistic understanding of consumers in terms of emotions and buying behavior is relevant to the development of marketing and e-commerce. The theoretical framework of the dissertation is based on various emotional theo-ries that explain the interaction of people between themselves and their environment. The dissertation also utilizes the most common types of online shoppers as well as the UTAUT2 model, which contribute to explaining consumers' online shopping behavior. The empirical part of the dissertation was carried out as a survey in October 2021. 271 responses to the analysis were received. The study variables were analyzed using the nonparametric Mann-Whitney U test as well as descriptive analysis. In addition, the validity and metrics of the study were assessed using a variety of metrics. The results of the study show that emotionally driven and rational Facebook advertising has a statistically significant difference in generating intent to buy. According to the Mann-Whitney U test, the result was in the direction of rational Facebook advertising, but the result is not significant, as the difference was only 3.7%. Descriptive analyzes of the study on Facebook advertising account data and open questionnaire responses, on the other hand, showed that emotional Facebook advertis-ing attracted more consumer attention and interest in the company's products.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-12-17T10:26:14Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-12-17T10:26:14Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "83", "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": "Facebook-markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tunnevetoinen Facebook-mainos", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "tunneteoriat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Plutchikin tunnepy\u00f6r\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "verkko-ostajatyypit", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Facebook-markkinoinnin vaikutus ostok\u00e4ytt\u00e4ytymiseen ja tunnevetoisen facebook-mainonnan vaikutus kahdessa casessa", "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-202112176002", "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": "restrictedAccess", "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": "Facebook", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tunteet", "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": "kuluttajak\u00e4ytt\u00e4ytyminen", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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