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dc.contributor.authorHollen, Chinara
dc.date.accessioned2018-10-10T05:11:21Z
dc.date.available2018-10-10T05:11:21Z
dc.date.issued2018
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/59788
dc.description.abstractMicro social enterprises play an important role in our society. Therefore, understanding how they utilize digital marketing in today’s highly competitive environment becomes vital. The author wanted to fill the gap in the current research on micro social enterprises and their digital marketing (Gogula, 2014; Shaw, 2004; Mitchell, Madill & Chreim, 2014; Sim, 2015) by conducting a qualitative research. The aim of the research was to understand the digital marketing strategies of micro social enterprises in Finland as well as shedding light on the factors affecting the adaptation of digital marketing strategies among the case companies. In order to find answers to the research questions, the author chose to interview seven micro social enterprises that bear the Social Enterprise Mark in Finland. The mark was chosen as a selecting factor as it provides the social enterprises that fit the characteristics chosen by the study. The detailed description of the case companies was included to allow the reader to understand what types of micro social enterprises were investigated. The main findings of the study reveal that the case companies utilize various digital marketing communication tools and the degree of utilization of digital marketing activities varies among the case companies. Some case companies prefer one digital marketing communication tool to another contingent on their product/service, target customer and goals. The study revealed different objectives of online marketing among the case companies with brand building, raising awareness and communication of social cause being most prominent ones. The utilization of online marketing among the case companies depended on the resource-related, owner-manager, and environmental factors. Resource-related constraints were found to be the prevailing reason for the case companies that obstruct the greater adaptation of digital marketing. Being micro social enterprises with the goal of promoting social cause rather than making profits, the case companies were bootstrapped and could not invest a lot of resources into marketing. Owner-manger factors and environmental factors had also an effect on utilization of online marketing practices, with the former being more important than the latter. The results of the findings also show that the case companies did not have consistent digital marketing strategies, content marketing strategies and did not utilize analytics regularly. The reasons for that were also linked to resource-related factors.en
dc.format.extent89
dc.language.isoen
dc.subject.otheronline marketing strategies
dc.subject.otherdigital marketing strategies
dc.subject.otheronline marketing
dc.subject.otherSocial Enterprise Mark
dc.titleDigital marketing communication strategies in micro social enterprises
dc.identifier.urnURN:NBN:fi:jyu-201810104391
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.contributor.oppiainekoodi20423
dc.subject.ysodigitalisaatio
dc.subject.ysososiaaliset yritykset
dc.subject.ysomikroyritykset
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysomarkkinointi
dc.subject.ysoverkkomainonta
dc.subject.ysomarkkinointiviestintä
dc.subject.ysodigitalisation
dc.subject.ysosocial enterprises
dc.subject.ysomicroenterprises
dc.subject.ysodigital marketing
dc.subject.ysomarketing
dc.subject.ysoonline advertising
dc.subject.ysomarketing communication


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