Utilization of media monitoring

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Tiihonen, Anne
dc.date.accessioned 2013-01-14T11:34:39Z
dc.date.available 2013-01-14T11:34:39Z
dc.date.issued 2011
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/7318
dc.description.abstract Summary: The objective of the study is to discover the role of media monitoring in companies. In more detail, the utilization methods of the media monitoring results will be examined. This information will be portrayed on a three leveled information processing cycle of “The Knowing Organization” to discover how deep the information is processed in reality. Knowledge and intelligence are often represented as an aid for decision making and this research will broaden the scope by evaluating the utilization of information in different functions inc. marketing, communication, R&D and business intelligence, in addition to executive insight. The theoretical framework used will categorize the actions taken on the basis of this media monitoring into three levels: sense-making, knowledge creation and decision making. In addition, the utilization of social media monitoring will be glanced at. Method: Three companies are researched from differing industries. 12 people from these three companies were interviewed. The research is qualitative by nature and the interview is semi-structured by form. Findings: The findings portray that information from media monitoring is used always in sense making. The second level, knowledge creation does not occur on every instance and decision making may truly be based on media monitoring on a few accounts. This said, the level of utilization of media monitoring outcomes is related to the job description or function of the employee. Social media is still a difficult concept to approach and guidelines in companies for social media monitoring seem to lack. The main benefit of social media monitoring is providing a new channel for feedback, but due to anonymity this information is hardly reacted to. en
dc.format.extent 72
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Utilization of media monitoring en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword media monitoring
dc.subject.keyword social media monitoring
dc.subject.keyword sense making
dc.subject.keyword knowledge creation
dc.subject.keyword decision making
dc.subject.keyword intelligence
dc.identifier.urn URN:NBN:fi:aalto-201301151021
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon media
dc.subject.helecon media
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.subject.helecon päätöksenteko
dc.subject.helecon decision making
dc.subject.helecon tietämyksenhallinta
dc.subject.helecon knowledge management
dc.subject.helecon business intelligence
dc.subject.helecon business intelligence
dc.ethesisid 12974
dc.date.dateaccepted 2011-06-14
dc.location P1 I

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