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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kunnas, Leena", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-12-12T07:12:01Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-12-12T07:12:01Z", "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/123456789/84270", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 tutkimus keskittyy organisaation strategiseen n\u00e4k\u00f6kulmaan sen selvitt\u00e4miseksi, onko pelillist\u00e4minen hy\u00f6dyllinen markkinointikeino ammattilaisurheilun alalla toimiville organisaatioille. Tutkimusta varten haastateltiin pelillisen markkinoinnin ja asiakaskokemuksen asiantuntijoita, koska asiantuntijan\u00e4kemysten ja -kokemusten uskotaan auttavan parhaiten ymm\u00e4rt\u00e4m\u00e4\u00e4n pelillist\u00e4misk\u00e4yt\u00e4nt\u00f6j\u00e4 urheilumarkkinoinnin yhteydess\u00e4. T\u00e4m\u00e4n tutkimuksen teoreettinen viitekehys on rakennettu pelillist\u00e4misteorioiden ja aiheeseen liittyvien markkinointiteorioiden pohjalta. Katsojaurheilumarkkinoinnin sovellusalueesta johtuen teoriaosaan lis\u00e4ttiin joitain urheilun kulutukseen vaikuttavia tekij\u00f6it\u00e4 kirjallisuuden perusteella. \nTutkimuksen mukaan pelillist\u00e4minen n\u00e4hd\u00e4\u00e4n yleisesti ottaen hy\u00f6dyllisen\u00e4 markkinoinnin ty\u00f6kaluna nykyp\u00e4iv\u00e4n digitaalisessa ymp\u00e4rist\u00f6ss\u00e4. Tulokset osoittavat, ett\u00e4 vaikka pelillist\u00e4mist\u00e4 on k\u00e4ytetty markkinoinnissa pitk\u00e4\u00e4n, sen tuntemus on useimmissa yrityksiss\u00e4 edelleen rajallista, eik\u00e4 pelillist\u00e4misen k\u00e4ytt\u00f6\u00e4 ole viel\u00e4 laajasti integroitu markkinointistrategioihin useimmissa urheilumarkkinoinnin alalla toimivissa organisaatioissa. \nTutkimus antaa selke\u00e4n suunnan siihen, voiko pelillist\u00e4minen tuoda todellista hy\u00f6ty\u00e4 yritykselle ja miten se toimii. Tulokset viittaavat siihen, ett\u00e4 viihteen ja palkkioiden vahvistama asiakaskokemus on tehokas tapa kannustaa haluttua k\u00e4ytt\u00e4ytymist\u00e4 ja motivoida ihmisi\u00e4 vuorovaikutukseen organisaation tavoitteiden mukaisesti. Pelillist\u00e4minen houkuttelee tehokkaasti asiakkaita viett\u00e4m\u00e4\u00e4n aikaa br\u00e4ndin parissa. Tulokset tukevat teorioita, joiden mukaan oikeat pelillist\u00e4mismekaniikat ja -dynamiikat voivat luoda mielekk\u00e4\u00e4n asiakaskokemuksen, motivoida haluttua asiakask\u00e4ytt\u00e4ytymist\u00e4, rakentaa asiakassuhteita sek\u00e4 edist\u00e4\u00e4 asiakkaiden sitoutumista ja uskollisuutta. Kaiken kaikkiaan t\u00e4m\u00e4 tutkimus viittaa siihen, ett\u00e4 pelillistetyll\u00e4 markkinoinnilla on paljon potentiaalia ammattiurheiluorganisaatioiden markkinoinnissa. Voidaan todeta, ett\u00e4 pelillist\u00e4minen sopii hyvin jo l\u00e4ht\u00f6kohtaisesti viihdytt\u00e4v\u00e4n ammattiurheilun ja sen markkinoinnin yhteyteen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This research is focused on the strategic perspective of the organization to find out whether gamification is a useful marketing method for organizations operating in the field of professional sports. The experts in gamified marketing and customer experience were interviewed for the research, as expert opinions and experiences are believed to best contribute to the understanding of gamification practices in the context of sports marketing. \nThe theoretical framework of this research is built based on gamification theories and relevant marketing theories. Due to the application area of spectator sports marketing, some factors influencing sports consumption were added to the theory part based on the literature. \nAccording to the research, gamification is generally seen as a useful marketing tool in today\u2019s digital environment. The results show that although gamification has been used in marketing for a long time, the knowledge of it is still limited in many organizations, and the use of gamification is not yet widely integrated into marketing strategies in most sports marketing organizations. \nThe research provides a clear direction as to whether gamification can bring real value to a company and how it works. The results suggest that the customer experience reinforced by entertainment and rewards is an effective way to encourage desired behavior and motivate people to interact in alignment with the organization\u2019s goals. Gamification effectively attracts customers to spend time with the brand. The results support theories that proper gamification mechanics and dynamics can create a meaningful customer experience, motivate desired customer behavior, build customer relationships, and encourage customer engagement and loyalty. Overall, this study suggests that gamification can have great potential in the marketing of professional sports organizations. It can be stated that gamification is well suited to the context of entertaining professional sports and its marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-12-12T07:12:01Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-12-12T07:12:01Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "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": "engagement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sportainment", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The future potential of gamification in a professional sports marketing context", "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-202212125528", "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.collaborator", "value": 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"dc.subject.yso", "value": "sitouttaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motivaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viihde", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vuorovaikutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pelillist\u00e4minen", "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": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "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": "ammattiurheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "committing someone", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motivation (mental objects)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "entertainment", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "interaction", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "gamification", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sports", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "customer experience", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "professional sports", "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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