The Role of Video Based Content Marketing as a Part of Modern Marketing Communications

The thesis studies the role of video based content marketing as a part of modern marketing communications.

How to increase brand quality perception with audiovisual content? : Exploring the role of emotions in B2C and B2B contexts

This study discusses how audiovisual content can influence brand quality perceptions. The purpose of this study is to explore how audiovisual content creation can increase brand quality perceptions. This research problem is addressed with three sub questions, which aim at clarifying the role of emotions between content marketing and brand quality perception, explaining how different functions of audiovisual content can increase brand quality perception, and by identifying and comparing the key differences in content creation in business-to-consumer and business-to-businesscontexts. The theoretical background of the study is in brand personality, consumer emotions, consumerbrand relationships, content marketing and B2B branding literature. The empirical research part includes a single-case study. The case company was a Swiss startup that wished to build a highquality brand for both B2C and B2B segments. The empirical data was collected in September 2014. Eight interviews were conducted; seven with target segment representatives and one with an existing customer of the case company. The empirical findings were analyzed with thematic analysis and finally a 5-stage framework was created based on the findings of the research, offering a guideline for high-quality content creation. This study finds that emotions play an important role in brand quality perceptions. Psychological processes, emotion, cognition and conation, influence the engagement process of the target segment which ultimately can lead to activation and electronic word-of-mouth. Brand quality perception is the result of the overall emotion of the brand. The overall emotion derives from brand personality, brand concept, product attributes and utilitarian benefits of the brand. The entertaining and educational functions of the audiovisual content can target and evoke these emotional processes, and result in increased quality perceptions. In the B2B context, emotions are found to play a relatively smaller role in the quality perception processes. However, the significance of emotions cannot be ignored, since they can emphasize the value for the buying organization, and build on the trust and loyalty among the potential customers. The final framework presents five stages of content creation that ultimately improve brand quality perceptions. These stages help marketers to design and implement their content and evoke positive emotions in their target segment as part of a quality-based marketing strategy. Further research is warranted to quantitatively test the generalizability of the framework. Further research is also suggested to make the framework adaptable to different stages of the brand life cycle.

Westerners in search of the legendary potion : ayahuasca travel in the borderland between tourism and pilgrimage

The thesis examines the phenomenon most commonly known as ���ayahuasca tourism��� ��� i.e. the practice of westerners traveling to South America and partaking in ceremonies in which a powerful entheogenic brew, ayahuasca, is consumed. While this popular phenomenon has been steadily increasing during the last decades, it has, however, been insufficiently studied by scholars. An important question which has not been properly addressed in earlier studies is how ayahuasca tourism relates to the wider occurrence of travel and how it should be perceived with reference to the theoretical frameworks on the subject of travel. Drawing on theories regarding pilgrimage and tourism, the main purpose of this thesis is to examine the relationship between ayahuasca tourism and the broader spectrum of travel. In particular, the study tests the designations ���pilgrimage���, ���religious tourism��� and ���spiritual tourism��� with reference to ayahuasca tourism. Utilizing earlier literature as well as ayahuasca tourists��� reports obtained from an Internet forum as a basis for analysis, I search for a suitable terminology to be used for the phenomenon. The study lays special emphasis on the protagonists��� motivations, experiences and outcomes in order to take note of various aspects of the wide-ranging occurrence of ayahuasca tourism. Key findings indicate that ayahuasca tourism is best understood as a combination of pilgrimage and tourism. On the basis of the analysis I argue that ayahuasca tourism should be labeled as ���pilgrimage��� and/or ���spiritual tourism���, and the tourists respectively as ���pilgrims��� and/or ���spiritual tourists���. The category of ���religious tourism/tourist���, on the other hand, turns out to be an inappropriate designation when describing the phenomenon. In general, through my study I show that the results are consistent with the present trend in the study of travel to perceive pilgrimage and tourism as theoretically similar phenomena. The study of ayahuasca tourism serves thus as living proof of contemporary travel, in which the categories of pilgrimage and tourism are often indistinguishable. I suggest that ayahuasca tourism is by no means exceptional on this point, but can rather be used as an illustration of modern travel forms on a general level. Thus, the present study does not only add to the research of ayahuasca tourism, but also provides additional insights into the study of travel.

Evaluating Performance of Content Marketing: YouTube Marketing in Finnish Food and Drink Industry

The purpose of this research was to define content marketing and to discover how content marketing performance can be measured especially on YouTube. Further, the aim was to find out what companies are doing to measure content marketing and what kind of challenges they face in the process. In addition, preferences concerning the measurement were examined. The empirical part was conducted through multiple-case study and cross-case analysis methods. The qualitative data was collected from four large companies in Finnish food and drink industry through semi-structured phone interviews. As a result of this research, a new definition for content marketing was derived. It is suggested that return on objective, or in this case, brand awareness and engagement are used as the main metrics of content marketing performance on YouTube. The major challenge is the nature of the industry, as companies cannot connect the outcome directly to sales.

Oral verrucous lesions ��� a search for PVL

Proliferatiivinen verrukoottinen leukoplakia (PVL) esiintyy yhten�� laajana tai useampana verrukoottisena, valkoisena muutoksena suun limakalvoilla. PVL on aggressiivinen limakalvomuutos, joka ei usein vastaa hoitoihin, uusii herk��sti ja sill�� on muita leukoplakioita suurempi pahanlaatuistumistaipumus. Tutkimuksen tarkoitus on lis��t�� tietoa PVL:sta ja sen ilmentymisest�� ja kehittymisest�� sek�� arvioida kriittisesti PVL:n diagnostiikkaa. Systemaattinen kirjallisuuskatsaus suoritettiin etsim��ll�� Pubmed-tietokannan kirjallisuushaulla kaikki englannin kielell�� raportoidut ja vertaisarvioidut PVL- potilastapaukset 2000 ��� 2013. PVL voi histologisesti esiinty�� my��s verrukoottisena hyperplasiana (VH), joten my��s n��m�� tapaukset sis��llytettiin aineistoon. Kaikkiaan 54 artikkelia t��ytti sis����nottokriteerit. N��iss�� oli yhteens�� 388 PVL- ja 848 VH-tapausta. Lis��ksi ker��ttiin kaikki Turun yliopiston hammasl����ketieteen laitoksen suupatologian osastolla histologisesti diagnosoidut vastaavat suun VH-muutokset 2000 ��� 2013. Kirjallisuudesta havaittiin, ett�� PVL esiintyi useammin naisilla (2,2 : 1), kun taas VH esiintyi useammin miehill�� (1 : 3,8). Tupakointi ei n��ytt��nyt liittyv��n PVL:aan (30 %), kun taas VH:aan se n��ytti selke��mmin liittyv��n (83 %). PVL:n yleisin sijainti oli ikenell�� (59 %) ja suurin osa VH-muutoksista esiintyi posken limakalvolla (51 %). PVL-potilaista 47 %:lla ja VH-potilaista 5 %:lla todettiin seurannassa pahanlaatuinen kasvain. Turun yliopiston suupatologian osastolla diagnosoituja VH-tapauksia oli 13 vuoden aikana 29. Naisten osuus sairastuneista oli suurempi kuin miesten (1,4 : 1). Muutokset esiintyiv��t yleisimmin kielen limakalvolla (48 %) ja poskessa (34 %). Yhdess�� tapauksessa kehittyi pahanlaatuinen kasvain (3 %). Tutkimuksessa todettiin, ett�� PVL- ja VH-muutokset poikkeavat toisistaan sukupuolijakauman, tupakoinnin ja pahanlaatuistumisen osalta. Ongelmana katsauksessa olivat tietojen puutteellisuus ja raportoinnin heterogeenisyys kirjallisuudessa. PVL- ja VH-tutkimuksessa tulisikin panostaa yhteneviin diagnostisiin kriteereihin, jotta materiaalit olisivat vertailukelpoisia. Potilaan kannalta PVL:n ja VH:n varhainen diagnosointi ja huolellinen seuranta ovat olennaisen t��rkeit�� asioita.

Portfolio as an Indicator of Young Learners��� English Proficiency in Mainstream Language Instruction (EFL) and Bilingual Content Instruction (CLIL)

T��m�� soveltavan kielitieteen ja kielitaidon arvioinnin toimintatutkimus tarkasteli kieliportfolion ominaisuuksia ja mahdollisuuksia nuorten oppijoiden englannin kielen arvioinnissa kahdessa eri oppimiskontekstissa: englanti oppiaineena (EFL) ja kaksikielinen sis��ll��nopetus (CLIL). Tutkielman itsen��iset, kahteen eri englannin kielen rekisteriin (arkikieli ja akateeminen kieli) kohdistuneet portfoliokokeilut olivat erillisi�� tapaustutkimuksia. Molemmat portfoliot perustuivat v��lj��sti Eurooppalaiseen kielisalkkumalliin, ja ne olivat osa tutkielmantekij��n luokkaopetusta ja -toimintaa. EFL -portfoliokokeilu 9-10-vuotiaille kolmasluokkalaisille toteutettiin marraskuun 2011 ja toukokuun 2012 v��lisen�� aikana, kun CLIL -portfoliokokeilu n. 7-9-vuotiallle ensimm��isen ja toisen luokan oppilaille kesti kaksi lukuvuotta 2012���2014. Molemmissa kokeiluissa my��s oppilaiden vanhemmat kuuluivat tutkimusjoukkoon, samoin CLIL -portfolion toteutuksessa avustaneet ja opettajan��k��kulmaa edustaneet opettajaopiskelijat. Portfoliokokeilun aloitti my��s kaksi muuta CLIL -opettajaa, mutta kumpikin kokeilu p����ttyi alkuvaiheeseensa. Tarkemman tarkastelun kohteina olivat tutkimuksen osallistujien kokemukset ja mielipiteet portfoliokokeiluista. Erityisesti tavoitteena oli selvitt����, miten informatiivisena englannin kielitaidon indikaattorina kieliportfoliota pidettiin. My��s kehitysehdotuksia ker��ttiin. Trianguloitu aineisto koottiin sek�� puolistrukturoiduin kyselyin ett�� vapaaehtoisin teemahaastatteluin, jotka ����nitettiin. EFL -aineisto koostui 18 oppilaskyselyst��, 17 huoltajakyselyst�� ja 7 oppilashaastattelusta. CLIL -aineistoon sis��ltyi 19 oppilaskysely��, 18 huoltajakysely��, 7 oppilashaastattelua ja yksi opettajaopiskelijoiden (N=3) ryhm��haastattelu. Aineisto analysoitiin p����osin kvalitatiivisin menetelmin temaattisen sis��lt��analyysin keinoin, mutta my��s laskien frekvenssej�� ja prosenttisosuuksia. Osallistujien mielipiteet ja kokemukset olivat hyvin samankaltaiset ja positiiviset kummassakin portfoliokokeilussa. Merkitt��v�� enemmist�� sek�� oppilaista ett�� huoltajista koki, ett�� portfolion avulla on mahdollista osoittaa englannin kielitaitoa ja sen kehittymist��. Oppilaat kuvailivat portfolioty��t�� hauskaksi ja kivaksi, ja heid��n mielest����n portfolioteht��vien pit��isi olla tarpeeksi haastavia, sis��lt���� taiteellisia ja luovia elementtej�� sek�� kohdistua tuttuihin, mielenkiintoisiin aiheisiin. He totesivat, ett�� portfolion avulla voi oppia lis���� kielt��. Vanhempien mielest�� portfolio kertoo koulun vieraiksi j����neist�� oppisis��ll��ist��, auttaa ymm��rt��m����n lapsen ajatusmaailmaa ja motivaatiotasoa sek�� paljastaa heid��n kielitaidostaan uusia ulottuvuuksia. Opettajaopiskelijat havaitsivat, ett�� portfolion avulla voi tutustua oppilaiden kieli- ja kulttuuritaustoihin sek�� kartoittaa heid��n kielellisi�� tarpeitaan. T��m��n tutkielman teoreettisen tarkastelun ja tulosten mukaan kieliportfolio tukee erinomaisesti uuden Perusopetuksen Opetussuunnitelman (NCC 2014) tavoitteita ja arvioinnin uudistuspyrkimyksi�� sek�� lains����d��nn��n arvioinnille asettamia edellytyksi��. Portfolio on eritt��in suositeltava nuorten oppijoiden kielitaidon arviointimenetelm�� perinteisten rinnalle.

Digital content and making it viral in social media

Tutkimuksen tavoite on selvitt���� digitaalisen sis��ll��n ominaisuuksia, jotka vaikuttavat ryhtyv��tk�� kuluttajat jakamaan, tykk����m����n ja kommentoimaan sit�� sosiaalisessa mediassa. T��ll�� pyrit����n auttamaan yrityksi�� ymm��rt��m����n paremmin viraalisuutta, jotta he pystyisiv��t tuottamaan ja julkaisemaan nettisivuillaan ja sosiaalisessa mediassa parempaa sis��lt����, jota kuluttajat jakaisivat enemm��n. Tutkimus toteutetaan muodostamalla hypoteeseja mahdollisista ominaisuuksista kirjallisuuden perusteella ja testaamalla niit�� regressioanalyyseill�� empiirisess�� osiossa. Tulokset paljastavat yhdeks��n piirrett��, jotka lis����v��t viraalisuutta: kiinnostavuus, neutraalisuus, yll��tt��vyys, viihdytt��vyys, ep��k��yt��nn��llisyys, artikkelin ja Facebook julkaisun pituus, eri sis��lt�� taktiikoiden k��ytt�� (erityisesti blogit ja kuvat lis����v��t viraalisuutta) sek�� kun mielipidevaikuttaja tai kuuluisuus jakaa sis��ll��n.

Representations of cultural encounters in the global business press ��� The importance of cross-cultural competence

This qualitative study has started from the interest to examine how the reality of crosscultural encounters is presented in the global business press. The research paper emphasizes different ways to classify culture and cross-cultural competency, both from the point of view of individuals and organizations. The analysis consists of public discourses, where cross-cultural realities are created through different persons, stories and contexts For data collection, a comprehensive database search was performed and 10 articles from the widely known worldwide business magazine The Financial Times were chosen as the data for the study paper. For the functions of addressing the research study questions, Thematic Content Analysis (TCA) and also Discourse Analysis (DA) are utilized, added with the continuous comparison method of grounded theory in the formation of the data.The academic references consist of literary works and articles presenting relevant concepts, creating a cross-cultural framework, and it is designed to assist the reader in the navigation through the topics of culture and cross-cultural competency. The repertoires were formed from the data and following, the first repertoire is contrast difference between home and target culture that the individual was able to discern. As a consequence of the first repertoire, the companies then offer cultural training to their employees to prepare them to situations of increasing levels of cultural variation. The third repertoire is increased awareness of other cultures, which is conveyed as a result of cultural training and contextual work experience. The fourth repertoire is globalization as an international business environment, where the people in the articles perform their job functions. It is stated in the conclusions that the representations emphasize Western values and personal traits in leadership.

Evaluating digital marketing content management strategies in an international company.

The purpose of this thesis is to explore a different kind of digital content management model and to propose a process in order to manage properly the content on an organization���s website. This process also defines briefly the roles and responsibilities of the different actors implicated. In order to create this process, the thesis has been divided into two parts. First, the theoretical analysis helps to find the two main different content management models, content management adaptation and content management localization model. Each of these models, have been analyzed through a SWOT model in order to identify their particularities and which of them is the best option according to particular organizational objectives. In the empirical part, this thesis has measured the organizational website performance comparing two main data. On one hand, the international website is analyzed in order to identify the results of the content management standardization. On the other hand, content management adaptation, also called content management localization model, is analyzed by looking through the key measure of the Dutch page from the same organization. The resulted output is a process model for localization as well as recommendations on how to proceed when creating a digital content management strategy. However, more research is recommended to provide more comprehensive managerial solutions.

Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system���s infrastructure is based on target market���s decision making processes, company���s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead���s involvement.