{"id":"https://openalex.org/W2115980933","doi":"https://doi.org/10.19030/iber.v6i10.3418","title":"How The Media Is A Significant Promotional Tool To Deliver Marketing Messages To Audiences?","display_name":"How The Media Is A Significant Promotional Tool To Deliver Marketing Messages To Audiences?","publication_year":2011,"publication_date":"2011-02-17","ids":{"openalex":"https://openalex.org/W2115980933","doi":"https://doi.org/10.19030/iber.v6i10.3418","mag":"2115980933"},"language":"en","primary_location":{"id":"doi:10.19030/iber.v6i10.3418","doi":"https://doi.org/10.19030/iber.v6i10.3418","is_oa":true,"landing_page_url":"https://doi.org/10.19030/iber.v6i10.3418","pdf_url":"https://clutejournals.com/index.php/IBER/article/download/3418/3465","source":{"id":"https://openalex.org/S2736813639","display_name":"International Business & Economics Research Journal (IBER)","issn_l":"1535-0754","issn":["1535-0754","2157-9393"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","norway-1"],"host_organization":"https://openalex.org/P4324341412","host_organization_name":"Clute Institute","host_organization_lineage":["https://openalex.org/P4324341412"],"host_organization_lineage_names":["Clute Institute"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Business &amp; Economics Research Journal (IBER)","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://clutejournals.com/index.php/IBER/article/download/3418/3465","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5054749476","display_name":"Yoon C. Cho","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405260054","display_name":"KDI School of Public Policy and Management","ror":"https://ror.org/035g89j34","country_code":"KR","type":"education","lineage":["https://openalex.org/I11265461","https://openalex.org/I4210097958","https://openalex.org/I4405260054"]}],"countries":["KR"],"is_corresponding":false,"raw_author_name":"Yoon C. Cho","raw_affiliation_strings":["KDI School Of Public Policy And Management"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"KDI School Of Public Policy And Management","institution_ids":["https://openalex.org/I4405260054"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5063379919","display_name":"Jerome F. Agrusa","orcid":"https://orcid.org/0000-0001-8165-8469","observed_orcids":["https://orcid.org/0000-0001-8165-8469"]},"institutions":[{"id":"https://openalex.org/I149581226","display_name":"Hawaii Pacific University","ror":"https://ror.org/01963ay88","country_code":"US","type":"education","lineage":["https://openalex.org/I149581226"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jerome Agrusa","raw_affiliation_strings":["Hawaii Pacific University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Hawaii Pacific University","institution_ids":["https://openalex.org/I149581226"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":8.2585,"has_fulltext":true,"cited_by_count":8,"citation_normalized_percentile":{"value":0.97779469,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"6","issue":"10","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13303","display_name":"Asian Culture and Media Studies","score":0.8833000063896179,"subfield":{"id":"https://openalex.org/subfields/3316","display_name":"Cultural Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13303","display_name":"Asian Culture and Media Studies","score":0.8833000063896179,"subfield":{"id":"https://openalex.org/subfields/3316","display_name":"Cultural Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.04960000142455101,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12214","display_name":"Media Influence and Health","score":0.019700000062584877,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/audience-preferences","display_name":"audience preferences","score":0.7170000076293945},{"id":"https://openalex.org/keywords/product-perception","display_name":"product perception","score":0.48100000619888306},{"id":"https://openalex.org/keywords/travel-intention","display_name":"travel intention","score":0.4659999907016754},{"id":"https://openalex.org/keywords/national-image","display_name":"national image","score":0.7429999709129333},{"id":"https://openalex.org/keywords/satisfaction","display_name":"satisfaction","score":0.5640000104904175},{"id":"https://openalex.org/keywords/uses-and-gratifications-theory","display_name":"uses and gratifications theory","score":0.9750000238418579},{"id":"https://openalex.org/keywords/tourism-promotion","display_name":"tourism promotion","score":0.5350000262260437}],"concepts":[{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.8302179574966431},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7704377770423889},{"id":"https://openalex.org/C17881449","wikidata":"https://www.wikidata.org/wiki/Q189620","display_name":"SOAP","level":2,"score":0.6535228490829468},{"id":"https://openalex.org/C2778772087","wikidata":"https://www.wikidata.org/wiki/Q17054581","display_name":"Gratification","level":2,"score":0.6526222229003906},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.5654458999633789},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5053535103797913},{"id":"https://openalex.org/C530479602","wikidata":"https://www.wikidata.org/wiki/Q1344","display_name":"Opera","level":2,"score":0.470465749502182},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.45035088062286377},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.43630021810531616},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3728967308998108},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.26897987723350525},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.183868408203125},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.13519203662872314},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.19030/iber.v6i10.3418","doi":"https://doi.org/10.19030/iber.v6i10.3418","is_oa":true,"landing_page_url":"https://doi.org/10.19030/iber.v6i10.3418","pdf_url":"https://clutejournals.com/index.php/IBER/article/download/3418/3465","source":{"id":"https://openalex.org/S2736813639","display_name":"International Business & Economics Research Journal (IBER)","issn_l":"1535-0754","issn":["1535-0754","2157-9393"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","norway-1"],"host_organization":"https://openalex.org/P4324341412","host_organization_name":"Clute Institute","host_organization_lineage":["https://openalex.org/P4324341412"],"host_organization_lineage_names":["Clute Institute"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Business &amp; Economics Research Journal (IBER)","raw_type":"journal-article"},{"id":"pmh:oai:archives.kdischool.ac.kr:11125/28806","doi":null,"is_oa":false,"landing_page_url":"https://archives.kdischool.ac.kr/handle/11125/28806","pdf_url":null,"source":{"id":"https://openalex.org/S4377196560","display_name":"KDI Central Archives (Korea Development Institute)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I11265461","host_organization_name":"Korea Development Institute","host_organization_lineage":["https://openalex.org/I11265461"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Article"}],"best_oa_location":{"id":"doi:10.19030/iber.v6i10.3418","doi":"https://doi.org/10.19030/iber.v6i10.3418","is_oa":true,"landing_page_url":"https://doi.org/10.19030/iber.v6i10.3418","pdf_url":"https://clutejournals.com/index.php/IBER/article/download/3418/3465","source":{"id":"https://openalex.org/S2736813639","display_name":"International Business & Economics Research Journal (IBER)","issn_l":"1535-0754","issn":["1535-0754","2157-9393"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","norway-1"],"host_organization":"https://openalex.org/P4324341412","host_organization_name":"Clute Institute","host_organization_lineage":["https://openalex.org/P4324341412"],"host_organization_lineage_names":["Clute Institute"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Business &amp; Economics Research Journal (IBER)","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"display_name":"Decent work and economic growth","id":"https://metadata.un.org/sdg/8","score":0.699999988079071}],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2115980933.pdf","grobid_xml":"https://content.openalex.org/works/W2115980933.grobid-xml"},"referenced_works_count":48,"referenced_works":["https://openalex.org/W75460944","https://openalex.org/W240143556","https://openalex.org/W1006256447","https://openalex.org/W1482987806","https://openalex.org/W1484018636","https://openalex.org/W1491644571","https://openalex.org/W1531197527","https://openalex.org/W1549078745","https://openalex.org/W1607125416","https://openalex.org/W1791587663","https://openalex.org/W1963515501","https://openalex.org/W1966114254","https://openalex.org/W1972557675","https://openalex.org/W2007150914","https://openalex.org/W2016656057","https://openalex.org/W2028184439","https://openalex.org/W2033943395","https://openalex.org/W2041394715","https://openalex.org/W2050761143","https://openalex.org/W2057324667","https://openalex.org/W2066246342","https://openalex.org/W2087027944","https://openalex.org/W2090014697","https://openalex.org/W2090625147","https://openalex.org/W2092078756","https://openalex.org/W2092926761","https://openalex.org/W2142820925","https://openalex.org/W2146473816","https://openalex.org/W2149653101","https://openalex.org/W2160430769","https://openalex.org/W2169083820","https://openalex.org/W2225901856","https://openalex.org/W2312795932","https://openalex.org/W2324453880","https://openalex.org/W2331059530","https://openalex.org/W2409838083","https://openalex.org/W2410151088","https://openalex.org/W3036097324","https://openalex.org/W3196059746","https://openalex.org/W4233655442","https://openalex.org/W4300107936","https://openalex.org/W6600336938","https://openalex.org/W6601980796","https://openalex.org/W6602293719","https://openalex.org/W6603287499","https://openalex.org/W6605654835","https://openalex.org/W6617478949","https://openalex.org/W6641604142"],"related_works":["https://openalex.org/W2949648379","https://openalex.org/W2628988791","https://openalex.org/W7120557720","https://openalex.org/W1964414657","https://openalex.org/W3027925194","https://openalex.org/W2140941589","https://openalex.org/W7154555372","https://openalex.org/W7171996307","https://openalex.org/W2156288329","https://openalex.org/W1180421753"],"abstract_inverted_index":{"Previous":[0],"studies":[1],"(e.g.,":[2],"Desai":[3],"and":[4,17,23,26,34,71,106,112,117,122,136,146,163,182],"Basuroy":[5],"2005)":[6],"have":[7],"frequently":[8],"examined":[9],"the":[10,21,86,101,134,153,158,161,170,190],"influence":[11],"of":[12,100,104,110,114,120,152,160],"media":[13],"such":[14,66,74,94,140],"as":[15,96,141],"film":[16],"soap":[18,87],"operas":[19],"on":[20,60],"marketing":[22],"tourism":[24],"industry":[25],"also":[27,91],"with":[28],"various":[29,137],"audience":[30],"characteristics":[31],"(Kwak,":[32],"Zinkhan,":[33],"Dominick":[35],"2002).":[36],"This":[37,89,129],"study":[38,90,130,154,179],"explores":[39],"1)":[40],"what":[41],"factors":[42,95],"affect":[43,68,76,108,124],"U.S.":[44,53,135,191],"audiences":[45,54,171],"preferences":[46,103],"toward":[47,126,173],"Asian":[48,61,174,186],"Soap":[49,62,175,187],"Operas;":[50,63],"2)":[51],"how":[52,65,73,118],"perceive":[55],"products/services":[56],"that":[57],"are":[58,148],"shown":[59,84],"3)":[64],"attitudes":[67,75,125,172],"actual":[69],"behavior;":[70],"4)":[72],"their":[77],"willingness":[78],"to":[79,81,157,169,185],"travel":[80],"a":[82,115],"country":[83],"in":[85,133,189],"opera.":[88],"investigates":[92],"whether":[93],"cultural":[97],"impact,":[98],"image":[99],"country,":[102],"actors":[105],"actresses":[107],"ease":[109,119],"use":[111,162],"usefulness":[113,123],"product":[116],"viewing":[121],"overall":[127],"satisfaction.":[128],"collected":[131],"surveys":[132],"statistical":[138],"analyses,":[139],"factor":[142],"analysis,":[143,145],"regression":[144],"ANOVA":[147],"applied.":[149],"The":[150],"findings":[151],"will":[155],"contribute":[156],"development":[159],"gratification":[164],"theory":[165],"by":[166],"applying":[167],"it":[168],"Operas.":[176],"Further,":[177],"this":[178],"provides":[180],"implications":[181],"offers":[183],"suggestions":[184],"Operas":[188],"market.":[192]},"counts_by_year":[{"year":2020,"cited_by_count":1},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":1},{"year":2015,"cited_by_count":3},{"year":2014,"cited_by_count":1}],"updated_date":"2026-10-12T09:40:04.860316","created_date":"2016-06-24T00:00:00"}
