| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Marttiin, Pentti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Boyadzhieva, Lora", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-08-25T05:20:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-08-25T05:20:35Z", "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/123456789/82800", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Toimintaymp\u00e4rist\u00f6ss\u00e4 tapahtuvat dramaattiset, markkinaolosuhteita sek\u00e4 asiakastarpeita koskevat muutokset kasvattavat sitoutumisen merkityst\u00e4 ja tekev\u00e4t asiakkaiden sitouttamisen hallinnasta strategisen painopisteen yritysten v\u00e4lisess\u00e4 eli B2B-markkinoinnissa. B2B-kontekstissa tapahtuvaa sitoutumista on kuitenkin tutkittu suhteellisen v\u00e4h\u00e4n verrattuna yritysten ja kuluttajien v\u00e4lisess\u00e4 eli B2C-kontekstissa tapahtuvaa sitoutumista. T\u00e4m\u00e4n tutkielman keskeisen\u00e4 tarkoituksena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten B2B-asiakkaita voidaan sitouttaa digitaalisessa ymp\u00e4rist\u00f6ss\u00e4, sill\u00e4 yksi merkitt\u00e4vimmist\u00e4 markkinaolosuhteita muokkaavista ilmi\u00f6ist\u00e4 on digitaalisten ymp\u00e4rist\u00f6jen kasvava merkitys nykyp\u00e4iv\u00e4n markkinoinnissa. Tutkielma on toteutettu kirjallisuuskatsauksena, jossa k\u00e4yd\u00e4\u00e4n analyyttisesti l\u00e4pi aiheeseen ja tutkimuskysymyksiin liittyv\u00e4\u00e4 kirjallisuutta, mink\u00e4 pohjalta esitet\u00e4\u00e4n kootut johtop\u00e4\u00e4t\u00f6kset ja pohditaan jatkotutkimuskysymyksi\u00e4. Tehdyn kirjallisuuskatsauksen pohjalta tehd\u00e4\u00e4n johtop\u00e4\u00e4t\u00f6s, ett\u00e4 B2B-yritykset voivat sitouttaa asiakkaitaan digitaalisessa ymp\u00e4rist\u00f6ss\u00e4 hy\u00f6dynt\u00e4m\u00e4ll\u00e4 markkinoinnissaan sosiaalista mediaa, digitaalista sis\u00e4lt\u00f6markkinointia sek\u00e4 markkinoinnin automaatiota, sill\u00e4 niiden havaitaan edist\u00e4v\u00e4n useita asiakassitoutumisen kannalta keskeisi\u00e4 tekij\u00f6it\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Dramatic changes in the operational environment regarding market conditions and customer needs are increasing the significance of engagement and making the management of engaging the customers a strategic focus in business-to- business (B2B) marketing. However, relatively little research has been done on engagement in the B2B context compared to engagement in the business-to- consumer (B2C) context. The main purpose of this thesis is to increase the understanding of how to engage B2B customers in the digital environment, as one of the most significant phenomena shaping the marketplace is the growing importance of digital environments in today\u2019s marketing. The thesis is conducted as a literature review, which analytically reviews the existing literature related to the topic and research questions, resulting in a set of conclusions and a discussion of further research questions. The literature review concludes that B2B companies can engage their customers in the digital environment by using social media, digital content marketing and marketing automation in their marketing, as they are found to enhance several key factors of customer engagement.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-08-25T05:20:34Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-08-25T05:20:35Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "39", "language": "", "element": "format", "qualifier": "extent", "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": "digitaalinen ymp\u00e4rist\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Business-to-business -asiakkaiden sitouttaminen digitaalisessa ymp\u00e4rist\u00f6ss\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202208254333", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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_7a1f", "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": "bachelorThesis", "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": "sitouttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmyynti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitoutuminen", "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": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|