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[{"key": "dc.contributor.advisor", "value": "Riekkinen, Janne", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salonkari, Lasse", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-15T09:05:42Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-15T09:05:42Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/81739", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena on tutkia, miten Applen tuotteiden markkinointivideoista koettavat aistilliset, taiteelliset sek\u00e4 opettavaiset kokemukset vaikuttavat kohteena olevan kuluttajan haluun ostaa mainoksessa esitetty Applen tuote sek\u00e4 haluun sitoutua k\u00e4ytt\u00e4m\u00e4\u00e4n kyseist\u00e4 tuotteita. Digitaalisen markkinoinnin yleistyess\u00e4 laajasti ovat markkinoijat alkaneet huomioida my\u00f6s ihmisen aisteja ja niihin vaikuttamista markkinointisis\u00e4lt\u00f6\u00e4 tuottaessaan. Tutkimusta digitaalisesta markkinoinnista ja sen kautta ihmisen aisteihin vaikuttamisesta on tehty kuitenkin viel\u00e4 hyvin rajallisesti, joten aihepiirin tutkiminen on hyvin mielenkiintoista sek\u00e4 ajankohtaista. T\u00e4m\u00e4n tutkimuksen kautta saatua tietoa voidaan hy\u00f6dynt\u00e4\u00e4 niin yritys- kuin kuluttajatasolla. Tutkielman rakenne koostuu kirjallisuuskatsauksesta, joka toimii t\u00e4m\u00e4n tutkielman teoriapohjana. Kirjallisuuskatsauksen j\u00e4lkeen esitell\u00e4\u00e4n tutkielmaa varten toteutettu empiirinen tutkimus. Empiirinen tutkimus toteutettiin kyselytutkimuksella, johon osallistui yksitoista (11) kuluttajaa. Vastaajiksi valittiin ennakkotietojen perusteella henkil\u00f6it\u00e4, jotka ovat nykyisi\u00e4 Applen tuotteiden k\u00e4ytt\u00e4ji\u00e4 sek\u00e4 henkil\u00f6it\u00e4, jotka eiv\u00e4t k\u00e4yt\u00e4 Applen tuotteita. Tutkimuksen tuloksista voidaan todeta, ett\u00e4 mainosvideon aistilliset, taiteelliset sek\u00e4 opettavaiset tekij\u00e4t ovat t\u00e4rke\u00e4ss\u00e4 osassa siin\u00e4, miten kuluttajalle saadaan luotua ostohalukkuutta sek\u00e4 halua sitoutua k\u00e4ytt\u00e4m\u00e4\u00e4n mainoksessa esitetty\u00e4 tuotetta. Mielenkiintoisena tekij\u00e4n\u00e4 tuloksista voidaan huomata mainosvideon opettavaisten tekij\u00f6iden suuri merkitys. Tuloksista esiin nousi selke\u00e4n\u00e4 tekij\u00e4n\u00e4 se, ett\u00e4 mainoksen opettavaisuuden puuttuessa, ei aistillisilla ja taiteellisilla kokemuksilla pystyt\u00e4 tarpeeksi nostamaan kohteena olevan kuluttajan osto- sek\u00e4 sitoutumis-halukkuutta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this master's thesis is to find out how the sensory, artistic, and educational experiences of marketing videos of Apple products affect the target consumer's desire to purchase the Apple product featured in the ad and their commitment to use that product. As a digital marketing becomes more widespread marketers have begun to pay attention to the human senses and the marketing content that influences them. However, research on digital marketing and its impact on the human senses is still very limited, so the topic is very interesting and timely. The information obtained through this study can be utilized at both the business and consumer levels. The structure of the thesis consists of a literature review, which serves as the theoretical basis for this thesis. After the literature review, an empirical study which is conducted for the thesis is presented. The empirical study was conducted with a survey of eleven (11) consumers. Based on preliminary data, individuals who are current users of Apple products as well as individuals who do not use Apple products were selected as respondents. The results of the study show that the sensory, artistic and educational factors of the promotional video play an important role in making the consumer want to buy and commit to using the product featured in the advertisement. An interesting factor in the results is the great importance of the educational factors in the promotional video. A clear factor in the results was that in the absence of the educational factors of the advertisement, sensory and artistic experiences cannot sufficiently increase the target consumer\u2019s willingness to buy and commit.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-15T09:05:42Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-15T09:05:42Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "aistillisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "taiteellisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "opettavaisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Applen tuotteiden markkinointiviestinn\u00e4n vaikutukset digitaalisesti luotavilla aistillisilla kokemuksilla", "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-202206153349", "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.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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaikuttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "aistit", "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": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "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": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "video", "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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