Engaging digital natives

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dc.contributor.author Rissanen, Hilkka
dc.date.accessioned 2012-06-06T16:36:03Z
dc.date.available 2012-06-06T16:36:03Z
dc.date.issued 2012
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201206061813 en
dc.identifier.uri http://hdl.handle.net/123456789/37980
dc.description.abstract Digital natives, the generation grown up surrounded by digital technology and the Internet, are tomorrow’s stakeholders and will affect organizations and their environments greatly. It is vital for organizations to get to know the new stakeholders and acknowledge their needs and expectations. At the same time the importance of a good reputation has increased. The new media has empowered consumers in a new way as sharing one’s opinion and emotions is just a few clicks away. To manage their consumer relations, organizations need to take a new, more involving and a dialogue-based approach. The study suggests engaging the digital native consumers is a vital asset for organizations to manage their reputation and thus, survive. The aim of the research was to map the relationship of the Finnish digital natives with media and the motivational factors behind engagement with media and with organizations via social media. Also expectations were researched, as they are an important part of engagement. Through understanding the antecedents of digital natives’ engaged behaviour, organizations can attempt to engage them as consumers. According to the results, the digital native generation is not as eager to engage as the earlier research suggested. However, this might be due to the perceptions they have of organizations. Companies were seen as cold and distant with no interest in hearing their opinions and engaging into a dialogue with them. Engagement is based on a dialogue and a mutual relationship and also requires engagement from the organizations' side. In the case of digital natives, if organizations want to engage them, they need to clearly invite them to participate in an honest dialogue, where they feel their opinions and needs are heard and valued.
dc.format.extent 85 s.
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other digital natives
dc.subject.other diginatiivit
dc.title Engaging digital natives
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201206061813
dc.subject.ysa kuluttajat
dc.subject.ysa sitouttaminen
dc.subject.ysa media
dc.subject.ysa sosiaalinen media
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi
dc.date.updated 2012-06-06T16:36:03Z

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