Browsing by Department "Markkinoinnin laitos"

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  • The Acceptance of Artificial Intelligence Systems Among Consumers
    (2018) Meriläinen, Una
     School of Business | Bachelor's thesis
  • Access-Based Consumption of Clothes: Ownership, Attachment, and Identity
    (2018) Kerkelä, Iina
     School of Business | Master's thesis
    Whereas ownership has traditionally been central to consumption, consuming objects by accessing them rather than owning is becoming an increasingly attractive alternative for consumers. Access- based consumption is seen to liberate consumers from the obligations of ownership and allow them to experience something they normally could not. The purpose of this study is to explore the phenomena of access-based consumption and gain understanding on the nature of ownership in access-based consumption and its relation to consumers’ identity work. The study is conducted in highly visible and highly symbolic consumption context of clothing, which is assumed to enrich our understanding on the phenomena. The study relies on the consumer research literature of construction-through-consumption and liquid consumption. The study is qualitative and interpretive in nature, relying on semi-structured in-depth interviews of seven clothing library users as the main data collection method. Materiality is added as an additional layer to the study through relying on the method of wardrobe interviews. Wardrobe interviews are employed in order to better understand the person-object relationships. The study deepens our understanding on how objects within the realm of access-based consumption are employed in consumers’ identity narratives and what kind of interplay they have with the objects belonging to one’s own wardrobe. By building on the literature of construction-through- consumption, this study suggests that access-based consumption may provide consumers with unique opportunities for identity expression, identity experimentation, and reaching for desirable identities that are out of consumers reach in traditional ownership. Ownership is found to be an important source for constructing coherent identities. This study adds on our understanding of the nature of ownership in access-based consumption as it illustrates how consumers may form attachment with access-based goods and how they aim to control it. Lastly, this study expands our understanding on managing wardrobe as a clothing collection by illustrating the interplay of liquid, access-based clothes with the solid core of clothes collection, and by suggesting how liquid consumption may help consumers in managing coherent wardrobes.
  • Acculturation process in cross-border mergers and acquisitions: The individual level perspective
    (2003) Ilvonen, Sari
     School of Business | Master's thesis
  • Accuracy of noncomplex customer lifetime value models in the medical service context
    (2015) Harju, Tuomas
     School of Business | Master's thesis
    Objectives: The accurate valuation of a customer relationship remains a challenge that researchers and companies alike are struggling to solve. The objective of this study was to assess the accuracy of noncomplex and deterministic customer lifetime value (CLV) assessment models in a semi-contractual service business context. Methodology: The data set encompassed four years of longitudinal behavioral data from 150 customers of the case company. Six noncomplex CLV models were selected and used to (1) predict the CLV's of individual customers, (2) to sort the customers into four equally sized segments based on the rank order of their predicted CLV, and (3) to predict the combined CLV of the customer base. The predictive performance of the models was evaluated by comparing the predicted CLV's with the actual values calculated from a holdout sample. Findings: Four models were found to be quite inaccurate and the remaining two models very inaccurate at predicting the CLV of individual customers. Four models were found to be somewhat accurate in sorting the customer base into four segments and more accurate in predicting the top 25% of customers. One model was also especially accurate in predicting the combined value of the customers and can thus be utilized in the business context of the case company for customer base valuation purposes.
  • Adapting information in online brand communities: Protest framing in a neutral setting and the dissolution of person-brand relationships
    (2015) Kaskirinne, Aki
     School of Business | Master's thesis
    The subject of this thesis is the adapting of information in online brand communities and how the adapting of that information leads to the framing of protests in a neutral setting and the dissolution of person-brand relationships. The goals of the thesis are to find out how infor-mation is being adapted in the online brand community, how the community members react to that information and how companies should arrange their communication efforts in light of the findings. The theoretical basis for the thesis is brand community theory that begins from communi-ties and moves towards online brand communities. The brand community theory builds up towards relationship theory and the behavior of community members when facing commer-cial failures. Main frameworks that are discussed in regards of findings are the dissolution of the person-brand relationship by Fajer and Schouten (1995) and the protest framing tactics of Ward and Oström (2006). A netnographic research was conducted based on the five steps introduced by Kozinets (2002). The netnographic research was conducted on the largest forum devoted to the book series and the television show. The data set included 19 topics with 3 774 total posts, from which 354 posts were selected for the final analysis. On the basis of the data that was analyzed, the thesis offers four main findings. Firstly, in-formation was used as a conversation starter with sources being validated and discredited based on their link to the showrunners or the author. These validated information sources led the discussion towards a more negative tone. Secondly the community members took ad-vantage of all the protest framing tactics discussed by Ward and Oström (2006), but in addi-tion there were clear counter-tactics being used. Also the protest framing tactics were slightly modified by the protesters due to the neutral setting. Thirdly the person-brand relationship can be seen deteriorating. The commercial failures that the community members have expe-rienced have moved them towards dissolution with some members already nearing disen-gagement. Due to the shifting nature of the current situation, the change in relationship has not been as volatile towards the final dissolution. Fourthly the engagement to the online brand community has not suffered from the commercial failures as of yet, with topics still be-ing created and discussed on the forums. It can be even seen as increasing, but still the shift in the author's intrinsic motivations of altruism can be seen, which can have an effect on the community engagement in the future.
  • Addressing racial issues in marketing – From racism to diversity and inclusivity initiatives in marketing
    (2022) Kontro Rosales, Sofia
     School of Business | Bachelor's thesis
  • Addressing the Concept of Customer Equity and Ways to Improve It - An Investment Services Perspective
    (2019) Welling, Aake
     School of Business | Bachelor's thesis
  • Addressing The Promotion of Overconsumption among Beauty Influencers: A Guide for Promoting Responsible Beauty Consumption
    (2025) Rouhesmaa, Emma
     School of Business | Bachelor's thesis
    This bachelor's thesis examines the role of social media influencers in the phenomenon of overconsumption within the beauty industry. By analysing current research on overconsumption, influencer marketing and the beauty industry, the research compiles the most significant factors in beauty influencer content that are likely to contribute to overconsumption. These include, above all, the exploitation of scarcity tactics, the prominence of materialistic values and the emphasis on unrealistic beauty standards. Based on the findings, the thesis puts together a framework that demonstrates ways to implement responsibility and the promotion of mindful consumption to beauty influencer content. Effective approaches are seen as those that raise awareness of overconsumption, fight against the factors that cause it or demonstrate responsible consumption to the audience. Building on these, the research highlights four different ways in which beauty influencers can integrate responsibility and anti-overconsumption practices into content, depending on the tone and style of the content.
  • Adopting sustainable innovation: citizen’s cap-and-trade co-created
    (2021) Sinivaara, Katariina
     School of Business | Master's thesis
    This thesis aims to shed light on the adoption of eco-innovations. The purpose is to discover what cognitive, affective and normative factors motivate the adoption of the CitiCAP application, a mobile application designed for personal cap-and-trade. The theoretical framework of the study includes three theories from behavioral sciences: the diffusion of innovation, the theory of planned behavior and the value-belief-norm theory. Based on the previous studies on eco-innovation adoption, altogether 12 hypotheses are set. The empirical part consists of an online questionnaire targeted to active users of the CitiCAP application. The response rate of the study is 18,8 %, and the collected data is analyzed using SPSS statistical analysis program. In order to create a better understanding of the relationships between the different variables, the collected data is analyzed with mediation and regression analyses. The results differ from the ones of previous literature, and most of the hypotheses are rejected. However, the present study focuses on researching the actual adoption behavior instead of interest for adoption or intention to adopt as the previous studies, which might have an impact on the results. For instance, the attitude-behavior gap might be affecting the adoption. The main findings are that both monetary and informational relative advantage have a direct positive impact on the adoption. Personal norms are found to have indirect impact on the adoption through positive anticipated feelings. In addition, there is found support that descriptive norms are having a direct negative impact on eco-innovation adoption. Also, the results find proof that ascribed responsibility has a direct positive impact on personal norms. Based on the findings, theoretical and managerial implications are presented. Besides, the limitations of the present study and suggestions for further research are discussed.
  • Adoption of codes of ethics by business organisations - the underlying reasons and aims
    (2004) Hiironen, Anna
     School of Business | Master's thesis
  • An aesthetic brand – Measuring attitudes towards Instagram aesthetics
    (2020) Mertanen, Ona
     School of Business | Master's thesis
  • Affect of store environment on shopping behaviour
    (2003) Svens, Päivi
     School of Business | Master's thesis
  • Agentin palvelujen käyttö vaatekaupan ulkomaisissa hankinnoissa
    (2004) Hulkkonen, Heikki
     School of Business | Master's thesis
  • Aikakauslehden myyntikanavavalinnat
    (2003) Saarinen, Sallamaria
     School of Business | Master's thesis
  • "Ainahan sen voi palauttaa" - Palautusmahdollisuuden vaikutus ostopäätökseen ja palautuskäyttäytymiseen vaatemyymälöissä ja verkkokaupoissa
    (2014) Hampspinnare, Henrietta
     School of Business | Master's thesis
    Tuotepalautusmahdollisuutta on tutkittu runsaasti optimaalisen palautuspolitiikan kannalta, eli yrityksen näkökulmasta. Aikaisemmassa tutkimuksessa löytyy dataa joka viittaa siihen, että palautusmahdollisuudella on positiivista vaikutusta kuluttajan ostokäyttäytymiseen (esim. Wood 2001; Petersen & Kumar 2009; Suwelack ym. 2011). Tutkielmassa pyritään tutkimaan lähemmin tätä vaikutusta ja sen taustalla olevia tekijöitä. Aikaisempi tutkimus ei käsittele palautusmahdollisuuden vaikutuksia lähemmin ostopäätöksen rakentumisen kautta, vaan palautusmahdollisuuden vaikutus kysyntään hallitsee keskustelua. Tärkeää on kuitenkin löytää taustalla vaikuttavat tekijät, jotka vaikuttavat siihen, että palautusmahdollisuus liitetään kasvaneisiin ostomääriin. Tulosten perusteella voidaan sanoa, että palautusmahdollisuudella on vaikutusta kuluttajan ostopäätöksen rakentumisessa. Palautusmahdollisuus voi toimia rohkaisevana tekijänä, jonka takia kuluttaja päätyy ostamaan tuotteen epävarmassa tilanteessa. Etenkin kalliin tuotteen tapauksessa palautusmahdollisuutta arvostetaan. Palautusmahdollisuudella on myös vaikutusta kuluttajan tuotepalautuskäyttäytymiseen. Etenkin kalliin tuotteen tapauksessa ostosta arvioidaan tarkasti ja kriittisemmin, kuin halvan tuotteen tapauksessa. Halvat tuotteet päätyvät harvemmin palautukseen, kuin kalliimmat tuotteet. Palautuksien tekemiseen liitetty vaiva vaikuttaa suuresti palautusten tekoon ja vaivan kasvaessa palautusmahdollisuuden arvostus laskee. Myymälän kohdalla vaiva koostuu matkaan liitetystä vaivasta ja tällöin liikkeen sijainti on tärkeässä asemassa vaivan määrittelyn kannalta. Verkkokauppaan liitetään vaivaa koskien palautuksen pakkaamista ja sen lähettämistä takaisin kauppiaalle. Myymälään palauttaminen todettiin yleisesti ottaen helpommaksi ja miellyttävimmäksi tavaksi palauttaa ja verkkokaupan palautuksen todettiin olevan hankalaa ja vaivalloista. Palautuksiin johtavat syyt vaihtelevat kuluttajien kesken. Myymälästä ostetut vaatteet päätyvät palautettaviksi usein silloin, kun ne on ostettu impulsiivisesti ja koetaan jälkeenpäin virheostoiksi. Verkkokaupan kautta ostettavien tuotteiden palautussyyt liittyvät taas useasti vaatteen sopivuuteen. Verkkokaupan kautta tilattaessa tuotteen arviointiin liitetään hankaluuden mielikuvia. Jos verkkokaupan kautta tilattu tuote ei vastaa odotuksia, se saattaa päätyä palautettavaksi. Vaatteiden palautukseen voi johtaa myös edellä mainittujen tekijöiden lisäksi tarpeen puute, huono istuvuus ja vaatteen sopimattomuus muiden asusteiden kanssa.
  • Allotment Gardening as a Consumer Strategy for Alleviating Urban Alienation
    (2019) Erkamo, Helmi
     School of Business | Master's thesis
    This thesis explores intentional interaction between different spatial settings as a way to deal with sociocultural tensions, thus uncovering strategies that consumers can use to alleviate alienation. Allotment gardens provide a suitable context for the study because they are contrasting sub-milieus in the urban sphere. The aim is to develop a possible understanding of the function of allotment gardens in today’s cities where consumers must cope with alienation. Simultaneously, the objective is to broaden our knowledge of consumers as creators of their emancipatory experiences and learn more about revitalizing spatial settings that are part of the everyday milieu of the consumer. As typical for interpretivist CCT research, the study relies on ethnography. The data was collected through non-participant observation together with semi-structured interviews and was then interpreted in the light of existing literature. Previous research has recognized the capacity of therapeutic spaces to work as emancipatory vehicles. Yet, the past focus has been on exceptional contexts and marketer-led experiences. Hence, more knowledge is needed of places that are part of people’s natural habitat and where the consumers themselves act as producers. Consequently, the question this thesis answers is: How do consumers alleviate alienation without disrupting their daily lives and free of marketers’ facilitation? The research led to conceptualizing allotment gardening as a practice that alleviates urban alienation. Consumers intentionally frequent the heterotopia to ease the frustrations stemming from modern life. Specifically, this process happens through the following elements: connecting with nature in the city, immersing into concrete activities and belonging to a close-knit community. These enable consumers to temporarily balance the contemporary inconveniences, and thus they feel better when returning to the alienated sphere. The negotiation happens through recurring visits to the de-alienating environment. The thesis contributes to earlier papers by enlarging the theorizations about consumer emancipation from alienation to an ordinary and nearby setting. It shows that alleviating alienation is possible in niche environments even if their surroundings would contest it. Allotment gardens give the needed opposition to the alienations but are at the same time connected to the city, thus letting the consumers continue their lives as usual. The contributions of the study also extend existing research on alleviating alienation to instances where consumers have the main responsibility for the production of the experience. The thesis demonstrates that consumers themselves are capable of orchestrating de-alienating offering. Together allotment gardeners assemble a solution they need, without higher order guidance from the marketers. These insights are important also from the practical point of view as they present a de-alienation strategy that is more functional and relevant than the past proposals for the majority of consumers.
  • "Am I a professional now?" The professional identity construction process of Veikkausliiga players
    (2017) Salkola, Niko
     School of Business | Master's thesis
  • Ammatillisen yhteisön tunnuspiirteet markkinoinnin näkökulmasta: Kuinka ammatillista yhteisöä tulisi markkinoida?
    (2015) Ora, Tommi
     School of Business | Master's thesis
    TUTKIELMAN TAVOITTEET: Tämän tutkielman tavoitteena oli laajentaa ymmärrystä ammatillisten yhteisöjen markkinoinnista. Ammatillisia yhteisöjä oli syytä tarkastella akateemisesta näkökulmasta, sillä yleisestikään ammatillisia yhteisöjä ei ollut tutkittu kovin laajasti. Etenkin ammatillisiin yhteisöihin perehtyminen kaupallisesta näkökulmasta oli jäänyt vähälle huomiolle aiemmin. LÄHDEAINEISTO: Tutkielmassa hyödynnettiin aiempaa tutkimustietoa yhteisöistä. Ammatillisista yhteisöistä ei löytynyt kattavasti tutkimustietoa entuudestaan, mutta varsinkin brändiyhteisöissä esiintyi teorian perusteella samankaltaisuuksia ammatillisiin yhteisöihin nähden. Tutkimus toteutettiin kvalitatiivisena haastattelututkimuksena, jossa haastateltiin 21 henkilöä ryhmäkeskustelumenetelmällä. TULOKSET: Tulokset osoittivat, että ammatillisen yhteisön markkinoinnissa on tärkeintä korostaa yhteisön tuottamaa lisäarvoa yksilölle. Tämä lisäarvo jakautuu etenkin sosiaaliseen lisäarvoon, sisällön tuomaan lisäarvoon, sekä statuksen ja vaikuttavuuden kasvun lisäarvoon. Markkinointi toimii ainoastaan apuvälineenä lisäarvoa tuottavien hyötyjen esilletuomiseen. Näin ollen, onnistunutkaan markkinointi ei yksinään riitä yhteisöön kuulumisen perustaksi mikäli yksilön kokema lisäarvo jää silti vähäiseksi. AVAINSANAT Ammatillinen yhteisö, brändiyhteisö, jaettu tietoisuus, yhteisöllisyys
  • Analysis of the customer loyalty of an internet auction site
    (2001) Kivipelto, Jonna
     School of Business | Master's thesis