Jyväskylän yliopiston kauppakorkeakoulu

Black Box of Content Marketing

Tekes funded research consortium (MediaRemake) project

Duration: 1.11.2016 - 31.5.2018

Consortium leader: Professor Vilma Luoma-aho

Presentation of the project: Prezi-link 

The goal of the project is to open the black box of content marketing: to search answers to “why” and “how” –questions behind the impacts of content marketing.

This international and interdisciplinary research consortium combines leading Finnish research teams 3 complimentary scientific perspectives: business research that looks into customer experiences and business development, media research that understands media contexts and audiences, and organizational communication that has insights in different ways of influencing.

We concentrate on consumer viewpoint and map out the possibilities and boundaries for producing content marketing in online environments.

The project produces new knowledge from three perspectives:

- Expectations and their influence in engagement with the content

- Experiences and their power in customer journey

- Extensions – the spreading of content to new contexts and their potential wider role in discussions

Leading partners:

-  DMC research group (Digital Marketing and Communication) from the Jyväskylä University School of Business and Economics. See more: https://www.jyu.fi/jsbe/en/research/groups/digital-marketing-and-communication
- COMET research group (Tampere Research Centre for Journalism, Media and Communication)
- CIRCMI research group (Research on Information, Customer and Innovation Management) from the School of Information Sciences in the University of Tampere

- Hanna Reinikainen ( and Matias Lievonen (), Jyväskylä University School of Business and Economics
- Mari Ainasoja () and Sanna Rytövuori (), University of Tampere (CIRCMI)
- Niina Uusitalo (), University of Tampere (COMET)

Podcast-series: Unboxing Content Marketing, including interviews with content marketing specialists.

You can meet us at: IPRCC, ICA, CCI, ProCom-päivä, NordMedia, and ANZMAC.




19. lokakuuta 2017, viikko 42, Uljas. (*)

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