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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nurminen, Sara", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-11T07:32:12Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-11T07:32:12Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/86903", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Personoinnista on tullut t\u00e4rke\u00e4 osa digitaalista markkinointia ja verkkoperusteisia palveluita. Automaatio ja datan saatavuus ovat mahdollistaneet yrityksille keinon huomioida yksil\u00f6iden mieltymykset ja kohdentaa sis\u00e4lt\u00f6j\u00e4 kuluttajille jopa yksil\u00f6tasolla. Personoinnilla pyrit\u00e4\u00e4n muun muassa kasvattamaan yrityksen myyntituloja, parantamaan mainonnan huomioarvoa sek\u00e4 syvent\u00e4m\u00e4\u00e4n suhteita asiakkaiden kanssa. Datan k\u00e4ytt\u00f6 on kuitenkin her\u00e4tt\u00e4nyt kuluttajissa huolta yksityisyydensuojasta, mik\u00e4 on luonut merkitt\u00e4v\u00e4n haasteen personoinnin vaikuttavuuteen. T\u00e4m\u00e4 tutkielma tutkii sit\u00e4, miten y-sukupolveen kuuluvat kuluttajat vastaanottavat personoituja sis\u00e4lt\u00f6j\u00e4 k\u00e4yt\u00e4nn\u00f6ss\u00e4, sek\u00e4 sit\u00e4, koetaanko personointi hy\u00f6dylliseksi, ja miten se vaikuttaa ostop\u00e4\u00e4t\u00f6kseen. Tutkimus toteutettiin laadullisena tutkimuksena, jonka aineisto ker\u00e4ttiin toteuttamalla yhdeks\u00e4n yksil\u00f6haastattelua kuluttajien kanssa. Aineiston analysoinnissa ja johtop\u00e4\u00e4t\u00f6sten tekemisess\u00e4 hy\u00f6dynnettiin teemoittelua. Tutkimustulosten mukaan kuluttajat tunnistavat personointitoimenpiteit\u00e4, ja vastaanottavat niit\u00e4 monipuolisesti eri digitaalisissa kanavissa. Toimenpiteet koetaan hy\u00f6dyllisiksi silloin, kun ne ovat sis\u00e4ll\u00f6lt\u00e4\u00e4n relevantteja ja kiinnostavia. Mainonnan osalta kuluttajat vastaanottavat mieluummin personoituja, kuin geneerisi\u00e4 sis\u00e4lt\u00f6j\u00e4. Personointitoimenpiteiss\u00e4 suositaan yksinkertaisia toteutuksia ja toimenpiteit\u00e4, jotka eiv\u00e4t tunnu liian tungettelevilta. Personoinnista on eniten hy\u00f6ty\u00e4 silloin, kun kuluttaja on tekem\u00e4ss\u00e4 ostop\u00e4\u00e4t\u00f6st\u00e4. Lis\u00e4ksi tuloksista ilmenee my\u00f6s se, ett\u00e4 nuoret kuluttajat ovat jo tottuneet erilaisiin personointitoimenpiteisiin, ja personoitujen vastaanottaminen on ennemmin s\u00e4\u00e4nt\u00f6 kuin poikkeus. Lopulta tuloksissa korostuu kuitenkin se, ett\u00e4 jokainen kuluttaja on yksil\u00f6, ja personointitoimenpiteiden kokemuksiin vaikuttavat monet tekij\u00e4t.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-05-11T07:32:12Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-11T07:32:12Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Markkinoinnin personointi digitaalisissa kanavissa : toimenpiteet ja tehokkuus kuluttajien n\u00e4k\u00f6kulmasta", "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-202305112982", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personointi", "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.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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