Search results for "markkinointi"
showing 10 items of 276 documents
Marketing communication metrics for social media
2011
The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research. Metrics to measure marketing communications performance have developed towards a customer orientation. There is no broadly accep…
Smartphone Usage Among Millennial in Finland and Implications for Marketing Segmentation Strategies: Lessons for Nigeria
2018
The study examines smart phone usage by millennials based on different criteria of operating system, Wi-Fi, text messaging, internet surfing and social media. The study used quantitative methodology and data were gathered with online questionnaires with 391 young smartphone users in Finland. The Millennial were clustered into five levels. The results reveal the prominent status of profiling in a developed market and how marketers in emerging markets can apply segmentation and targeting strategies using instant messaging, text messages, email, mobile app, gamification and social media based on the profile of each segment. Nigerian policy makers should adopt a framework to make smartphone aff…
Measuring consumer brand engagement on social media with annoyance as a moderator
2017
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers with their brands. Most of these marketing efforts have started to take place in social media, as the number of consumers who can be reached with services such as Facebook, Instagram or YouTube is increasing exponentially. While the corporate investments in social media are increasing, many marketing practitioners have trouble reaching the positive outcomes of consumer brand engagement suggested…
Social network brand visibility (SNBV) : Conceptualization and empirical evidence
2018
Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future r…
Transparency for Sponsored Content : Analysing Codes of Ethics in Public Relations, Marketing, Advertising and Journalism
2016
As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 codes of ethics in the fields of communication, advertising, and journalism (United States and Finland) related to sponsored content. The results indicate that there remains excessive variation within the codes of ethics of how transparency of sponsored…
SaaS-palveluiden markkinointi ja myynti B2B-markkinoilla
2010
Tässä tutkielmassa esitetään malli SaaS-palveluiden markkinoinnista ja myynnistä B2B-markkinoilla. Tämän kaltaista mallia tutkittavasta ilmiöstä ei ole aikaisemmin esitetty akateemisessa kirjallisuudessa, tai ainakaan tutkija ei ole tietoinen tästä. Malli muodostetaan käsitteellis-teoreettisen kirjallisuusanalyysin sekä monen tapauksen tapaustutkimuksen pohjalta. Kirjallisuusanalyysissä tarkastellaan markkinointia ja myyntiä ohjelmistoliiketoiminnassa sekä suhteutetaan SaaS-palvelut tähän kenttään. Kirjallisuusanalyysin pohjalta luotavaa mallia testataan suorittamalla monen tapauksen tapaustutkimus kuudessa suomalaisessa SaaS-ohjelmistoyrityksessä. Tutkimuksessa tunnistetaan neljä keskeistä…
Estimating the causal effect of timing on the reach of social media posts
2022
AbstractModern companies regularly use social media to communicate with their customers. In addition to the content, the reach of a social media post may depend on the season, the day of the week, and the time of the day. We consider optimizing the timing of Facebook posts by a large Finnish consumers’ cooperative using historical data on previous posts and their reach. The content and the timing of the posts reflect the marketing strategy of the cooperative. These choices affect the reach of a post via a dynamic process where the reactions of users make the post more visible to others. We describe the causal relations of the social media publishing in the form of a directed acyclic graph, …
How do brand personality, identification, and relationship length drive loyalty in sports?
2016
Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand person…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
2020
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed
The success of communication in the Adventures of Joe Fin campaign : self-evaluated effects on health behaviour
2010
Yli puolet suomalaisista liikkuu terveytensä kannalta riittämättömästi. Keski-ikäiset miehet ovat yksi vähiten liikkuvista väestöryhmistä. Kunnossa kaiken ikää -ohjelman SuomiMies seikkailee -kampanja alkoi vuonna 2007, ja sen tavoitteena oli kannustaa keski-ikäisiä miehiä liikkuman enemmän ja syömään terveellisemmin. Kampanja sisälsi liikunta- ja kokkauskursseja, informaatiopitoisen nettisivun, esitteitä sekä 18 Suomen kaupungissa kiertäneen rekkakiertueen. Kiertue sisälsi päivän mittaisia tapahtumia ympäri maata, joiden aikana ihmiset suorittivat terveystestejä, kuuntelivat maalaislääkärin ohjeita ja näkivät humoristista ohjelmaa. Noin 7000 ihmistä testattiin kiertueen aikana. Tämän tutki…