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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Perttula, Pauliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-21T06:41:42Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-21T06:41:42Z", "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/123456789/81906", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mobiilimarkkinoinnin m\u00e4\u00e4r\u00e4 on kasvanut huomattavasti kuluttajien ajank\u00e4yt\u00f6n siirtyess\u00e4 yh\u00e4 enemm\u00e4n mobiiliin, ja sen on todettu olevan tehokas keino mainostaa. Mobiilimarkkinointi pit\u00e4\u00e4 sis\u00e4ll\u00e4\u00e4n maksetun mobiilimainonnan, johon t\u00e4ss\u00e4 tutkielmassa syvennyt\u00e4\u00e4n tarkemmin. Kuluttajien on arveltu suhtautuvan mobiilimainontaan positiivisemmin kuin muuhun mainontaan, sill\u00e4 se on hyvin kohdennettua ja sijaintitiedot ovat hy\u00f6dynnett\u00e4viss\u00e4. Tosin mobiilimainonnan lis\u00e4\u00e4ntyminen ja sen sulautuminen muuhun mobiilisis\u00e4lt\u00f6\u00f6n voi synnytt\u00e4\u00e4 kuluttajissa kielteist\u00e4 reagointia ja jopa mobiilimainonnan v\u00e4lttely\u00e4.\n T\u00e4ss\u00e4 tutkimuksessa tarkoitus on selvitt\u00e4\u00e4, miten kuluttajat suhtautuvat mobiilimainontaan. Tutkimuskysymykset ovat: Miten ja mist\u00e4 syist\u00e4 kuluttajat v\u00e4ltt\u00e4v\u00e4t mobiilimainontaa, sek\u00e4 miten ja mist\u00e4 syist\u00e4 kuluttajat sitoutuvat mobiilimainontaan. Asiaa l\u00e4hestyt\u00e4\u00e4n mainonnan sitoutumisen ja mainonnan v\u00e4lttelyn teorioiden kautta. Tutkimus kontribuoi mobiilimainonnan kirjallisuuteen tarjoamalla n\u00e4k\u00f6kulman, joka mahdollistaa vastakkaisen ja moniulotteisen ymm\u00e4rryksen saamisen sitoutumisen ja v\u00e4lttelyn tekij\u00f6ist\u00e4 mobiilimainonnassa. Empiirinen osa tutkimuksessa sis\u00e4lt\u00e4\u00e4 kahdeksan diginatiivi-sukupolvea edustavan kuluttajan haastattelun ja selvitt\u00e4\u00e4 heid\u00e4n taipumuksiaan v\u00e4ltell\u00e4 ja sitoutua mobiilimainontaan. Tutkimusmateriaali analysoidaan kvalitatiivista sis\u00e4lt\u00f6analyysi\u00e4 hy\u00f6dynt\u00e4en.\n Tutkimuksen tulokset osoittavat, ett\u00e4 v\u00e4lttelyyn ja sitoutumiseen vaikuttavat useat erilaiset tekij\u00e4t. Jos mobiilimainonta on luotettavaa, asiantuntevaa, tarjoilee ajanvietett\u00e4 tai etuja, kuluttajien sitoutuminen mainontaan on todenn\u00e4k\u00f6isemp\u00e4\u00e4. Jos mobiilimainos n\u00e4hd\u00e4\u00e4n ep\u00e4aitona tai mainos keskeytt\u00e4\u00e4 kuluttajan tekemisen, mainos ei sitouta yht\u00e4 helposti. Sitoutumisk\u00e4ytt\u00e4ytyminen ilmenee esimerkiksi mainoksen jakamisena tai mainostettavan tuotteen ostona. V\u00e4lttelyk\u00e4ytt\u00e4ytymiseen kuuluu negatiivisen tiedon levitt\u00e4minen tai mobiilimainoksen pois painaminen. Tutkielman havaintojen mukaan v\u00e4lttelyk\u00e4ytt\u00e4ytyminen on melko alhaista sitoutumiseen verrattuna.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-21T06:41:42Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-21T06:41:42Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "mobiilimainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainontaan sitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainonnan v\u00e4lttely", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajien suhtautuminen mobiilimainontaan \u2013 sitoutumista vai v\u00e4lttely\u00e4?", "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-202206213513", "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": "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "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": "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": "sitoutuminen", "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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