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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kauppinen, Risto Tapio", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-10T12:41:27Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-10T12:41:27Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95714", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Several marketing activities have benefitted from the adoption of generative artifi-cial intelligence (GAI) tools and thus, shifted how digital content marketing (DCM) ac-tivities are approached by experts. The purpose of this study is to explore what kind of roles humans and GAI tools such as ChatGPT and Microsoft Copilot have in DCM. This study deployed qualitative research methods and conducted semi-structured inter-views with eight professionals from various levels of seniority working with DCM to determine how they view the role of GAI. \nThe first key result of this study is that while individuals and firms have adopted GAI into their content creation processes, human editing and writing is still needed. This is leading firms to develop their own GAI tools that are trained with company data and can produce content with even less human oversight. The second key result of this study is that it highlights how companies have not been able to implement GAI tools into their customer relationship management (CRM) and marketing automation (MA) systems. Therefore, the role of GAI has been limited in marketing activities related to customer data. By implementing GAI into their current systems, firms will require less manual work towards extracting customer insights and optimizing customer journeys. The third key result is that firms have utilized GAI for enhancing their organic visibility on both social media and information search channels. The main applications for GAI stems from content production for these channels by using GAI programs to create visu-als and texts and contribute to supporting activities such as keyword research.\nThis study contributes to the GAI in marketing literature and DCM literature streams by answering calls for research on the role of GAI and furthers the extant knowledge on how GAI is used for specific marketing activitiess related to DCM such as SEO. The main implication of this study to managers is to actively look for opportuni-ties to adopt a GAI tool for internal firm use and implement tools with GAI features specifically designed for certain tasks such as SEO.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Generatiivisia teko\u00e4ly\u00e4 (GAI) sis\u00e4lt\u00e4vien ty\u00f6kalujen k\u00e4ytt\u00f6\u00f6notto on muuttanut, miten asiantuntijat l\u00e4hestyv\u00e4t digitaalisen sis\u00e4lt\u00f6markkinoinnin aktiviteetteja. T\u00e4m\u00e4n tutkimuksen tarkoituksena on tutkia GAI-ty\u00f6kalujen, kuten ChatGPT:n ja Microsoft Co-pilotin, roolia digitaalisessa sis\u00e4lt\u00f6markkinoinnissa. T\u00e4ss\u00e4 tutkimuksessa k\u00e4ytettiin laadullisia tutkimusmenetelmi\u00e4 ja tehtiin kahdeksan puolistrukturoitua haastattelua digitaalisen sis\u00e4lt\u00f6markkinoinnin parissa ty\u00f6skentelevien, eri tasoilla toimivien ammat-tilaisten kanssa sen selvitt\u00e4miseksi, miten he n\u00e4kev\u00e4t GAI:n roolin digitaalisessa sis\u00e4l-t\u00f6markkinoinnissa. \nTutkimuksen ensimm\u00e4inen keskeinen tulos on, ett\u00e4 vaikka yksil\u00f6t ja yritykset ovat ottaneet GAI:n k\u00e4ytt\u00f6\u00f6n sis\u00e4ll\u00f6ntuotantoprosesseissaan, ihmisen tekem\u00e4 editointi ja kir-joittaminen on edelleen tarpeen. T\u00e4m\u00e4 on johtanut siihen, ett\u00e4 yritykset kehitt\u00e4v\u00e4t omia GAI-ty\u00f6kalujaan, jotka on koulutettu yrityksen datalla ja pystyv\u00e4t tuottamaan sis\u00e4lt\u00f6\u00e4 entist\u00e4 v\u00e4hemm\u00e4ll\u00e4 ihmisen manuaalisella ty\u00f6ll\u00e4. Tutkimuksen toinen keskeinen tulos on, ett\u00e4 yritykset eiv\u00e4t ole onnistuneet ottamaan GAI-ty\u00f6kaluja k\u00e4ytt\u00f6\u00f6n asiakkuuksien hallinta- ja markkinoinnin automaatioj\u00e4rjestelmiss\u00e4\u00e4n. N\u00e4in ollen GAI:n rooli on ollut rajoitettu asiakasdataan liittyviss\u00e4 markkinointitoiminnoissa. Ottamalla GAI k\u00e4ytt\u00f6\u00f6n nykyisiss\u00e4 j\u00e4rjestelmiss\u00e4\u00e4n yritykset tarvitsevat v\u00e4hemm\u00e4n manuaalista ty\u00f6t\u00e4 asiakas-datan analysoimisessa ja asiakaspolkujen optimoimisessa. Kolmas keskeinen tulos on, ett\u00e4 yritykset ovat hy\u00f6dynt\u00e4neet GAI:ta parantaakseen orgaanista n\u00e4kyvyytt\u00e4\u00e4n sek\u00e4 sosiaalisen median ett\u00e4 tietohaun kanavissa. GAI:n p\u00e4\u00e4asialliset sovellukset t\u00e4ss\u00e4 kon-tekstissa liittyv\u00e4t sis\u00e4ll\u00f6ntuotantoon n\u00e4ille kanaville, k\u00e4ytt\u00e4en GAI-ohjelmia visuaalisen ja tekstisis\u00e4ll\u00f6n luomiseen sek\u00e4 tukitoimintoihin, kuten avainsanatutkimukseen.\nT\u00e4m\u00e4 tutkimus edist\u00e4\u00e4 sek\u00e4 teko\u00e4lyyn liittyv\u00e4\u00e4 markkinointi- ja digitaalinen sis\u00e4l-t\u00f6markkinointi-kirjallisuutta vastaamalla kutsuihin tutkia GAI:n roolia sis\u00e4ll\u00f6ntuotan-nossa ja laajentaa nykyist\u00e4 tiet\u00e4myst\u00e4 siit\u00e4, miten GAI:ta k\u00e4ytet\u00e4\u00e4n digitaaliseen sis\u00e4l-t\u00f6markkinointiin liittyviss\u00e4 markkinointitoimenpiteiss\u00e4, kuten hakukoneoptimoinnissa. Tutkimuksen p\u00e4\u00e4asiallinen johtop\u00e4\u00e4t\u00f6s johtajille on aktiivisesti etsi\u00e4 mahdollisuuksia ottaa k\u00e4ytt\u00f6\u00f6n GAI-ty\u00f6kaluja yrityksen sis\u00e4iseen k\u00e4ytt\u00f6\u00f6n, jota voidaan kouluttaa yri-tyksen omalla datalla. T\u00e4m\u00e4n lis\u00e4ksi suosituksena on k\u00e4ytt\u00e4\u00e4 GAI-ominaisuuksia sis\u00e4l-t\u00e4vi\u00e4 ty\u00f6kaluja, jotka on suunniteltu tiettyihin teht\u00e4viin, kuten hakukoneoptimointiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-06-10T12:41:26Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-10T12:41:27Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "54", "language": null, "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": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Exploring the role of generative artificial intelligence in digital content marketing", "language": null, "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-202406104485", "language": null, "element": "identifier", "qualifier": "urn", "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.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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