{"id":"https://openalex.org/W2588077182","doi":"https://doi.org/10.18276/sip.2016.43/2-37","title":"The effectiveness of content marketing in the communications with young consumers","display_name":"The effectiveness of content marketing in the communications with young consumers","publication_year":2016,"publication_date":"2016-01-01","ids":{"openalex":"https://openalex.org/W2588077182","doi":"https://doi.org/10.18276/sip.2016.43/2-37","mag":"2588077182"},"language":"en","primary_location":{"id":"doi:10.18276/sip.2016.43/2-37","doi":"https://doi.org/10.18276/sip.2016.43/2-37","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-37","pdf_url":"https://wnus.edu.pl/sip/file/article/view/1971.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://wnus.edu.pl/sip/file/article/view/1971.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5013555849","display_name":"Joanna Wyrwisz","orcid":"https://orcid.org/0000-0003-3937-3712","observed_orcids":["https://orcid.org/0000-0003-3937-3712"]},"institutions":[{"id":"https://openalex.org/I8264552","display_name":"Lublin University of Technology","ror":"https://ror.org/024zjzd49","country_code":"PL","type":"education","lineage":["https://openalex.org/I8264552"]}],"countries":["PL"],"is_corresponding":true,"raw_author_name":"Joanna Wyrwisz","raw_affiliation_strings":["Politechnika Lubelska"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Politechnika Lubelska","institution_ids":["https://openalex.org/I8264552"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5013555849"],"corresponding_institution_ids":["https://openalex.org/I8264552"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.26234887,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"43","issue":null,"first_page":"393","last_page":"406"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.5009999871253967,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"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/T10609","display_name":"Digital Marketing and Social Media","score":0.5009999871253967,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"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":0.48559999465942383,"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/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.010499999858438969,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"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/content-marketing","display_name":"content marketing","score":1.0},{"id":"https://openalex.org/keywords/young-consumers","display_name":"young consumers","score":0.7419999837875366},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.8899999856948853},{"id":"https://openalex.org/keywords/target-audience-profiling","display_name":"target audience profiling","score":0.5379999876022339}],"concepts":[{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.6013973951339722},{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.3829931914806366},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3804559111595154},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.371574342250824},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.29423218965530396},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2503471374511719}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.18276/sip.2016.43/2-37","doi":"https://doi.org/10.18276/sip.2016.43/2-37","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-37","pdf_url":"https://wnus.edu.pl/sip/file/article/view/1971.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.18276/sip.2016.43/2-37","doi":"https://doi.org/10.18276/sip.2016.43/2-37","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-37","pdf_url":"https://wnus.edu.pl/sip/file/article/view/1971.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2588077182.pdf","grobid_xml":"https://content.openalex.org/works/W2588077182.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W6999434795","https://openalex.org/W6996297761","https://openalex.org/W811341736","https://openalex.org/W765368529","https://openalex.org/W2794013641","https://openalex.org/W7125705686","https://openalex.org/W2562799281","https://openalex.org/W2344234041","https://openalex.org/W2060830998","https://openalex.org/W6889022174"],"abstract_inverted_index":{"W":[0],"artykule":[1,64],"podj\u0119to":[2],"tematyk\u0119":[3],"content":[4,48],"marketingu":[5,49,68],"jako":[6,70],"narz\u0119dzia":[7],"obecnie":[8],"nabieraj\u0105cego":[9],"znaczenia":[10,47],"w":[11,34,50,63],"zakresie":[12],"skutecznej":[13],"komunikacji":[14,51,72],"marketingowej.":[15],"Tworzenie":[16],"warto\u015bciowych":[17],"i":[18,80],"anga\u017cuj\u0105cych":[19],"tre\u015bci,":[20],"odpowiednio":[21],"profilowanych":[22],"pod":[23],"k\u0105tem":[24],"zdefiniowanej":[25],"grupy":[26],"docelowej,":[27],"istotnie":[28],"zwi\u0119ksza":[29],"efektywno\u015b\u0107":[30],"dotarcia":[31],"z":[32,52,74],"przekazem,":[33],"szczeg\u00f3lno\u015bci":[35],"do":[36],"segment\u00f3w":[37],"sceptycznych":[38],"wobec":[39],"tradycyjnych":[40],"form":[41],"komunikacji.":[42],"Celem":[43],"artyku\u0142u":[44],"jest":[45],"wskazanie":[46],"m\u0142odymi":[53,75],"konsumentami.":[54],"Na":[55],"podstawie":[56],"analizy":[57],"literatury":[58],"przedmiotu":[59],"oraz":[60,77],"bada\u0144":[61],"empirycznych":[62],"przedstawiona":[65],"zostanie":[66],"istota":[67],"tre\u015bci":[69],"instrumentu":[71],"marketingowej":[73],"konsumentami":[76],"jego":[78],"mocne":[79],"s\u0142abe":[81],"strony.":[82]},"counts_by_year":[],"updated_date":"2026-09-06T09:10:53.072986","created_date":"2017-02-24T00:00:00"}