en en en fi en en fi en en zh fi fi en fi en en de en en en nl fr de en fi en en en en en fi tr fi es en en sl en en en it fi en fi en fi fi fi fi pl fi en fi en en en en en en en en en en en en en en en en fa en en en en fi en en en en en en en en en en en en en en
JYX - Social media usage among generation Z in a sport event
University of Jyväskylä | JYX Digital Repository
English  | Give feedback |
JavaScript is disabled for your browser. Some features of this site may not work without it.
Show download detailsHide download details
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Social media in today’s world continues to grow its popularity. Its use is no more limited to a specific time or place making it a new element in everything that we do. This Master’s Thesis examines social media use in a sport event context. The event examined is the European Olympic Festival (EYOF) 2022 held in Vuokatti, Finland. The athletes attending the event are 14–18-year-olds. The focus of this study is on generation Z, including people born between 1997-2010. The subjects of this study participated in the EYOF2022-event, either as a volunteer or an athlete. The main objective of this study is to gain insight and understanding of generation Z’s social media usage habits. The matter is examined through for example social media platforms, reasons behind use and social media engagement behaviour. The other theme in this study is to understand the whole event experience and define the elements that are most important to the participants. The study is performed with a qualitative approach. The empirical data was gathered with theme interviews with 8 participants. The interviewees had attended the event as athletes, volunteers or had been the organizer, allowing the study to have multiple perspectives. The interviews were then transcribed. The results and findings from the data were then thematized in different categories and analyzed thoroughly based on the theoretical background that was presented. The results of this study show that for generation Z, social media has a major and important role in nowadays sport events. Compared to regular social media usage, attending an event can make the participant even more active on social media, although they are on-site to witness the events happen. Social media is used for many reasons from entertainment to seeking information. For event organizers, social media can be used for multiple purposes. In this study, some examples of social media’s role were to shape the event atmosphere, offer visibility for athletes, create a feeling of communality among participants and make the participants more interested in the event. Event experience on the other hand is more than merely a sport performance or attending otherwise, but rather a holistic experience where social interactions and positive atmosphere play an important part. ...
laatu palvelut z-sukupolvi sosiaalinen media tapahtumat markkinointi liikuntatapahtumat urheilu nuoret quality services generation z social media events marketing sports events sports young people
Show full item record
Pro gradu -tutkielmat [24090]
Showing items with similar title or keywords.
Engaging with generation Z : from face-to-face interactions to online communities
Tämän tutkielman tavoitteena on ymmärtää sukupolvi Z:n, ja erityisesti 13-15 vuotiaiden nuorten tarpeita ja asenteita digitaalisessa ympäristössä, jotta organisaatiot voisivat paremmin tavoittaa ja sitouttaa nuoret ...
Generation Z and Organizational Listening on Social Media
Reinikainen, Hanna; Kari, Jaana T.; Luoma-aho, Vilma (Cogitatio Press, 2020)
Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging ...
Vaikuttajamarkkinoinnin rooli Z-sukupolven kuluttajakäyttäytymisessä
Kuluttajakäyttäytyminen on ollut suurten digitaalisten muutosten keskellä varsinkin 2000-luvun vaihteen jälkeen. Perinteisestä markkinoinnista on siirrytty digitaaliseen markkinointiin, joka on sekin saanut omat ...
”Semmost uniikkii sisältöö mitä se lukija ei saa muualta” : Demi-lehden kansijuttujen toteutustavat vuosina 2008 ja 2018
Vuonna 2008 Suomessa ilmestyi useita nuortenlehtiä, mutta vuoteen 2018 mennessä suuri osa niistä oli lakkautettu. Demi on erikoistapaus, sillä sitä on julkaistu vuodesta 1998 lähtien ja se ilmestyy edelleen myös printtilehtenä, ...
Agile logic for SaaS implementation : Capitalizing on marketing automation software in a start-up
Mero, Joel; Leinonen, Miira; Makkonen, Hannu; Karjaluoto, Heikki (Elsevier, 2022)
The emergence of Software-as-a-Service (SaaS) has facilitated agile technology implementation that focuses on iterative adaptations via learning by doing rather than the realization of a predesigned implementation plan. ...
Tunes and musical notes
All of JYXCollection listBy Issue DateAuthorsSubjectsPublished inDepartmentDiscipline
How to publish in JYX?
Publish Your Thesis Online
Open Science at the JYU
Unless otherwise specified, publicly available JYX metadata (excluding abstracts) may be freely reused under the CC0 waiver.