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[{"key": "dc.contributor.advisor", "value": "Clements, Kati", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aunttila, Jere", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-15T06:21:44Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-15T06:21:44Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/94826", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 tutkimus tutkii kohdennettua mainontaa ja sen vaikutuksia kuluttajien ostok\u00e4ytt\u00e4ytymiseen. Ne ovat t\u00e4rkeit\u00e4 ja ajankohtaisia aiheita, ja siksi niit\u00e4 tulee tutkia syvemmin. Tutkimuksen tarkoituksena on auttaa kuluttajia ja markkinoijia ymm\u00e4rt\u00e4m\u00e4\u00e4n digitaalisen markkinoinnin toimintaa ja sen vaikutusta. Tutkimusaihe on erityisen merkityksellinen nykyp\u00e4iv\u00e4n\u00e4, sill\u00e4 kohdennettu mainonta on keskeinen osa digitaalista markkinointia ja kuluttajakokemuksen hallintaa. Aiempien tutkimusten tutkimustulosten avulla voidaan todeta, ett\u00e4 yritykset investoivat yh\u00e4 enemm\u00e4n resurssejaan kohdennettuun mainontaan pyrkien tavoittamaan oikeat asiakkaat oikeaan aikaan ja oikealla viestill\u00e4. T\u00e4m\u00e4 johtuu p\u00e4\u00e4asiassa siit\u00e4, ett\u00e4 perinteinen massamarkkinointi ei en\u00e4\u00e4 vastaa yksil\u00f6llisten kuluttajatarpeiden kasvavaan monimuotoisuuteen ja odotuksiin.\n\n Tutkimus on toteutettu kirjallisuuskatsauksena, ja sen aineiston ker\u00e4\u00e4misess\u00e4 on hy\u00f6dynnetty useita eri l\u00e4hteit\u00e4, mukaan lukien JYKDOK, Google Scholar ja Scopus. Aineiston valinnassa on pyritty ottamaan erityisesti huomioon vuoden 2020 j\u00e4lkeen julkaistut vertaisarvioidut artikkelit. Lis\u00e4ksi aineistona on hy\u00f6dynnetty kirjoja, verkkosivustoja ja asiantuntijaluentoja. \n\nTutkimuksen keskeiset tulokset osoittavat, ett\u00e4 mainostajat hy\u00f6dynt\u00e4v\u00e4t asiakaspolkuanalyyseja sek\u00e4 attribuutiomalleja arvioidakseen mainonnan vaikutusta. Asiakaspolun varrella tapahtuvat muutokset ja jatkuva odotusten s\u00e4\u00e4tely tuottavat uutta dataa, jota voidaan hy\u00f6dynt\u00e4\u00e4. Erityisesti digitaalinen mainonta eri kanavissa vaikuttaa asiakkaiden ostok\u00e4ytt\u00e4ytymiseen. Kohdennettu mainonta, esimerkiksi Google-mainonta, vaikuttaa myyntiin, mutta vaikutus vaihtelee. Kohdennetulla mainonnalla ja personoinnilla voidaan saavuttaa merkitt\u00e4v\u00e4\u00e4 liikevaihdon kasvua sek\u00e4 markkinoinnin tehokkuuden parantumista. \n\nMahdollisia jatkotutkimusaiheita ovat mainonnan tulevaisuus virtuaali- ja lis\u00e4tyn todellisuuden kanavissa, mik\u00e4 voisi johtaa uusiin vaikuttaviin mainoskanaviin ja -keinoihin. Lis\u00e4ksi kohdistamista ja personointia voidaan kehitt\u00e4\u00e4 entist\u00e4 tehokkaammin. Toisena suurena tutkimusalueena on ROMI-tutkimukset ja -mallinnukset, jotka avaavat markkinoinnin tehokkuutta ja vaikutuksia, tarjoten dataan perustuvia tuloksia yritysten ja kuluttajien hy\u00f6dyksi. T\u00e4h\u00e4n liittyy my\u00f6s kohdistetun mainonnan vaikutusten tutkiminen eri ostoprosessin vaiheissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This study examines targeted advertising and its effects on consumer buying behavior. They are important and topical topics and should therefore be studied in greater depth. The purpose of the study is to help consumers and marketers understand how digital marketing works and its impact. The research topic is particularly relevant today, as targeted advertising is a key part of digital marketing and consumer experience management. Research results from previous studies show that companies are investing more and more of their resources in targeted advertising, aiming to reach the right customers at the right time and with the right message. This is mainly because traditional mass marketing no longer meets the growing diversity and expectations of individual consumer needs. \n\nThe study has been carried out as a literature review, and a number of different sources have been used to collect its data, including JYKDOK, Google Scholar and Scopus. In the selection of the material, special attention has been paid to the peer-reviewed articles published after 2020. In addition, books, websites and expert lectures have been used as material. \n\nThe key findings of the study show that advertisers utilize customer path analyses as well as attribution models to assess the impact of advertising. Changes along the customer path and constant regulation of expectations produce new data that can be utilized. In particular, digital advertising in different channels influences customers' purchasing behavior. Targeted advertising, such as Google advertising, affects sales, but the impact varies. Targeted advertising and personalization can achieve significant revenue growth as well as improved marketing efficiency. \n\nPossible further research topics include the future of advertising in virtual and augmented reality channels, which could lead to new influential advertising channels and means. In addition, targeting and personalization can be developed more effectively. Another major area of research is ROMI research and modeling, which opens up the efficiency and impact of marketing, providing data-based results for the benefit of businesses and consumers. This also involves studying the effects of targeted advertising at different stages of the buying process.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-05-15T06:21:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-15T06:21:44Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "32", "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": "kohdistettu mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kohdistetun mainonnan vaikutus kuluttajan ostok\u00e4ytt\u00e4ytymiseen", "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-202405153597", "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": "ev\u00e4steet", "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": "ostok\u00e4ytt\u00e4ytyminen", "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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