| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Aarresola, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hanhijoki, Reeta", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-07-12T09:15:23Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-07-12T09:15:23Z", "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/123456789/88385", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 laadullisessa tutkimuksessa perehdyt\u00e4\u00e4n j\u00e4\u00e4kiekon Liigan seurojen toteuttamaan fanisuhdemarkkinointiin sosiaalisessa mediassa. Suhdemarkkinoinnilla tarkoitetaan markkinoinnin n\u00e4k\u00f6kulmaa, jossa tavoitteena on luoda, yll\u00e4pit\u00e4\u00e4 ja parannella suhteita organisaation ja sen asiakkaiden sek\u00e4 muiden sidosryhmien v\u00e4lill\u00e4 (Gr\u00f6nroos 2004). Tutkimuksessa tarkastellaan, miten kuusi Liiga-seuraa pyrkiv\u00e4t luomaan ja yll\u00e4pit\u00e4m\u00e4\u00e4n suhteita faniensa kanssa sosiaalisessa \nmediassa suhdemarkkinoinnin keinoin. Tutkin, millaista suhdemarkkinointisis\u00e4lt\u00f6\u00e4 Liigan seurat julkaisevat sosiaalisen median kanavilleen. Lis\u00e4ksi tutkin, millaisia hy\u00f6tyj\u00e4 ja haasteita seurat kokevat sosiaalisesta mediasta olevan fanisuhteiden luomiselle ja yll\u00e4pit\u00e4miselle. Tutkimuksessa kartoitetaan my\u00f6s seurojen n\u00e4kemyksi\u00e4 sosiaalisen median ja fanisuhteiden tulevaisuudesta. Tutkimuksen tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 urheilun suhdemarkkinoinnista Suomessa, \nsill\u00e4 aihetta ei ole juurikaan k\u00e4sitelty kotimaisessa tutkimuksessa aikaisemmin.\nTutkimuksen teoriaosuudessa k\u00e4sitell\u00e4\u00e4n suomalaisen liigaurheilun toimintaymp\u00e4rist\u00f6\u00e4, urheilufaniutta sek\u00e4 suhdemarkkinointia niin yleisesti kuin urheiluspesifiss\u00e4 kontekstissa. Teoriaosuuteni pohjaa aihetta k\u00e4sittelev\u00e4\u00e4n kirjallisuuteen sek\u00e4 aiempiin tutkimuksiin. Erityisesti suhdemarkkinointiin liittyv\u00e4 aiempi tutkimus ja kirjallisuus on vahvasti kansainv\u00e4list\u00e4, johtuen kotimaisen tutkimustiedon v\u00e4h\u00e4isyydest\u00e4. Tutkimuksen aineisto koostuu kuudesta teemahaastattelusta, jotka on toteutettu Liiga-seurojen markkinoinnista ja/tai viestinn\u00e4st\u00e4 vastaaville asiantuntijoille. Haastatteluista ker\u00e4tty aineisto analysoitiin hy\u00f6dynt\u00e4en teorial\u00e4ht\u00f6ist\u00e4 sis\u00e4ll\u00f6nanalyysia. Sis\u00e4ll\u00f6nanalyysin taustateorioina hy\u00f6dynnet\u00e4\u00e4n Abezan ja kumppaneiden tutkimusartikkeleita vuosilta 2017 sek\u00e4 2019. \nTutkimuksen tulokset osoittivat, ett\u00e4 tutkimuksessa mukana olleet Liiga-seurat julkaisevat sosiaalisen median kanavissaan monipuolista suhdemarkkinoinnin viestint\u00e4- ja vuorovaikutussis\u00e4lt\u00f6\u00e4. Viestint\u00e4sis\u00e4lt\u00f6 piti sis\u00e4ll\u00e4\u00e4n muun muassa seuran jokap\u00e4iv\u00e4isest\u00e4 toiminnasta p\u00e4ivitt\u00e4mist\u00e4, markkinointia ja myynti\u00e4, fanien ja tunnelman korostamista sek\u00e4 viihteellisyytt\u00e4. Yleisin \nviestint\u00e4sis\u00e4ll\u00f6n muoto oli kuitenkin jokap\u00e4iv\u00e4isest\u00e4 toiminnasta p\u00e4ivitt\u00e4minen. Keskustelut \nasiakaspalvelusta ja julkaistavista sis\u00e4ll\u00f6ist\u00e4, rento ja matalalla kynnyksell\u00e4 tapahtuva dialogi \nsek\u00e4 fanien toiminnan huomiointi ovat taas osa vuorovaikutussis\u00e4lt\u00f6j\u00e4. \nHaastateltavat kuvailivat sosiaalisesta mediasta olevan useita eri hy\u00f6tyj\u00e4 ja haasteita fanisuhteiden luomiselle ja yll\u00e4pit\u00e4miselle. Haastateltavat nostivat vastauksissaan esiin pitk\u00e4lti samoja \nasioita toistensa kanssa. Vastaukset my\u00f6s noudattelivat aiempaa aihepiiriin liittyv\u00e4\u00e4 kirjallisuutta. Sosiaalisen median hy\u00f6dyiksi mainittiin muun muassa fanien tavoitettavuus miss\u00e4 ja \nmilloin vain sek\u00e4 mahdollisuus tuoda seuran persoonaa korostetummin esille. Haasteina taas \nn\u00e4htiin sosiaalisen median alustojen ja sis\u00e4lt\u00f6jen hallinnointi. Esimerkiksi sis\u00e4lt\u00f6jen hallinointiin liittyen haasteena koettiin negatiivisen faniviestinn\u00e4n kontrollointi.\nFanisuhteiden ja sosiaalisen median tulevaisuuteen liittyv\u00e4t vastaukset olivat haastateltavien \nkesken hyvin vaihtelevia. Esiin nousseita teemoja olivat muun muassa resurssien t\u00e4rkeys, yksil\u00f6ihin keskittyv\u00e4\u00e4 markkinointi ja sosiaalisen median merkitys vapaa-aikakilpailussa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this qualitative study is to analyze how Finnish elite ice hockey league clubs \nexecute fan relationship marketing in social media. Relationship marketing is an aspect of marketing that attempts to create, maintain and enhance relationships between organizations, its \ncustomers and other stakeholders (Gr\u00f6nroos 2004). In this study, it is examined how six clubs \nplaying in the Finnish elite ice hockey league aim to create and maintain relationships with fans \nin social media through relationship marketing. I investigate what kinds of relationship marketing contents the clubs post to their social media platforms. Also, I examine, what kinds of benefits and challenges the clubs think social media has when it comes to creating and maintaining \nfan relationships. The views of the clubs considering the future of social media and fan relationship is also being examined in this study. The aim of this study is to gain understanding \nabout sports relationship marketing in Finland since this topic has not been studied much in \nnational studies. \nThe theory part of this study consists of chapters about the Finnish elite sports as an operational \nenvironment, sports fanship and relationship marketing in general and in sports specific context. \nThe theory part of this study is based on prior literature and studies considering this topic. In \nthis study prior literature and studies especially concerning relationship marketing consists of \ninternational studies, due to there being few national studies on the topic. The data was collected \nthrough six theme interviews with the marketing and/or communications specialists of the Finnish elite ice hockey clubs. The data gathered from the interviews was analyzed by using theorybased content analysis. Two research articles from Abeza et al. (2017; 2019) were used as the \nbackground theories for the content analysis. \nThe results of this study indicated that the ice hockey clubs involved in this study publish versatile relationship marketing content to their social media platforms. The communications content consisted of for example updating fans about the clubs\u2019 day-to-day activities, marketing \nand sales content, highlighting fans and the atmosphere and entertainment. The most common \nform of communications content was updating about the day-to-day activities. The interaction \ncontent consisted of conversations about customer service and the content published to social \nmedia. Also relaxed dialogue and noticing fans\u2019 activities are a part of interaction content. \nThe interviewees described that social media possesses many different benefits and challenges \nto creating and maintaining fan relationships. The interviewees pointed out similar topics with \neach other. The answers also followed what had been pointed out in prior literature considering \nthe topic. Some of the mentioned benefits of social media were accessibility of fans where and \nwhenever and the possibility to highlight the personality of the club more. Challenges that were \nmentioned regarded managing the social media platforms and the contents posted there. For \nexample, controlling negative fan messages were seen as a challenge. Answers considering the \nfuture of fan relationships and social media varied quite much. Topics that came up were for \nexample the importance of resources, individual-centered marketing, and the significance of \nsocial media when it comes to competing for fans\u2019 free time.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-07-12T09:15:23Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-07-12T09:15:23Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "105", "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.subject.other", "value": "liigaurheilu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Fanisuhteiden luominen ja yll\u00e4pit\u00e4minen sosiaalisessa mediassa : j\u00e4\u00e4kiekon Liigan seurojen n\u00e4kemyksi\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-202307124511", "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": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "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": "Liikunnan yhteiskuntatieteet", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "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": "5032", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "fanius", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu- ja liikuntaseurat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "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": "j\u00e4\u00e4kiekko", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suhdemarkkinointi", "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"}]
|