{"id":"https://openalex.org/W2920324637","doi":null,"title":"ESSAYS IN ADVERTISING MESSAGES, MASS MEDIA, AND PRODUCT POSITIONING","display_name":"ESSAYS IN ADVERTISING MESSAGES, MASS MEDIA, AND PRODUCT POSITIONING","publication_year":2017,"publication_date":"2017-11-01","ids":{"openalex":"https://openalex.org/W2920324637","mag":"2920324637"},"language":"en","primary_location":{"id":"pmh:oai:utoronto.scholaris.ca:1807/80724","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1807/80724","pdf_url":"https://utoronto.scholaris.ca/bitstreams/1ee4d95b-5666-4ee6-9ac0-3363e291d936/download","source":{"id":"https://openalex.org/S4306400261","display_name":"TSpace (University of Toronto)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185261750","host_organization_name":"University of Toronto","host_organization_lineage":["https://openalex.org/I185261750"],"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":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://utoronto.scholaris.ca/bitstreams/1ee4d95b-5666-4ee6-9ac0-3363e291d936/download","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5103856926","display_name":"Jun Kwon","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Jun Kwon","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5103856926"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.47999998927116394,"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"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.47999998927116394,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.3621000051498413,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.042399998754262924,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-messages","display_name":"advertising messages","score":0.7850000262260437},{"id":"https://openalex.org/keywords/mass-media","display_name":"mass media","score":0.6240000128746033},{"id":"https://openalex.org/keywords/product-positioning","display_name":"product positioning","score":0.8870000243186951},{"id":"https://openalex.org/keywords/topic-modeling","display_name":"topic modeling","score":0.515999972820282},{"id":"https://openalex.org/keywords/topological-data-analysis","display_name":"topological data analysis","score":0.7440000176429749},{"id":"https://openalex.org/keywords/product-segmentation","display_name":"product segmentation","score":0.6970000267028809},{"id":"https://openalex.org/keywords/comparative-advertising","display_name":"comparative advertising","score":0.7919999957084656},{"id":"https://openalex.org/keywords/brand-space","display_name":"brand space","score":0.6200000047683716},{"id":"https://openalex.org/keywords/product-spaces","display_name":"product spaces","score":0.8209999799728394},{"id":"https://openalex.org/keywords/consumer-search-behavior","display_name":"consumer search behavior","score":0.531000018119812}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.719454824924469},{"id":"https://openalex.org/C2991781144","wikidata":"https://www.wikidata.org/wiki/Q749457","display_name":"Product placement","level":2,"score":0.5376841425895691},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4947955012321472},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3663194179534912},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.34240448474884033},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.17126035690307617},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:utoronto.scholaris.ca:1807/80724","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1807/80724","pdf_url":"https://utoronto.scholaris.ca/bitstreams/1ee4d95b-5666-4ee6-9ac0-3363e291d936/download","source":{"id":"https://openalex.org/S4306400261","display_name":"TSpace (University of Toronto)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185261750","host_organization_name":"University of Toronto","host_organization_lineage":["https://openalex.org/I185261750"],"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":"Thesis"},{"id":"mag:2920324637","doi":null,"is_oa":false,"landing_page_url":"https://tspace.library.utoronto.ca/handle/1807/80724","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:utoronto.scholaris.ca:1807/80724","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1807/80724","pdf_url":"https://utoronto.scholaris.ca/bitstreams/1ee4d95b-5666-4ee6-9ac0-3363e291d936/download","source":{"id":"https://openalex.org/S4306400261","display_name":"TSpace (University of Toronto)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I185261750","host_organization_name":"University of Toronto","host_organization_lineage":["https://openalex.org/I185261750"],"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":"Thesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2920324637.pdf","grobid_xml":"https://content.openalex.org/works/W2920324637.grobid-xml"},"referenced_works_count":64,"referenced_works":["https://openalex.org/W1502867909","https://openalex.org/W1748689366","https://openalex.org/W1967512719","https://openalex.org/W1971421925","https://openalex.org/W1977600644","https://openalex.org/W1982401746","https://openalex.org/W1985452137","https://openalex.org/W1986426576","https://openalex.org/W1989757660","https://openalex.org/W1991566301","https://openalex.org/W1994328818","https://openalex.org/W1996743441","https://openalex.org/W1996945645","https://openalex.org/W1997700390","https://openalex.org/W1998871699","https://openalex.org/W1999597013","https://openalex.org/W2000277468","https://openalex.org/W2011762787","https://openalex.org/W2021128188","https://openalex.org/W2024910115","https://openalex.org/W2032969941","https://openalex.org/W2036780368","https://openalex.org/W2040452369","https://openalex.org/W2048337897","https://openalex.org/W2049047933","https://openalex.org/W2059518795","https://openalex.org/W2071169504","https://openalex.org/W2071177730","https://openalex.org/W2079581736","https://openalex.org/W2083498820","https://openalex.org/W2095293504","https://openalex.org/W2096472197","https://openalex.org/W2097636528","https://openalex.org/W2107327484","https://openalex.org/W2120858031","https://openalex.org/W2120907018","https://openalex.org/W2126763138","https://openalex.org/W2131130400","https://openalex.org/W2131452630","https://openalex.org/W2132202037","https://openalex.org/W2132314509","https://openalex.org/W2138796918","https://openalex.org/W2141958938","https://openalex.org/W2143379772","https://openalex.org/W2144044408","https://openalex.org/W2148905644","https://openalex.org/W2150576019","https://openalex.org/W2158031493","https://openalex.org/W2158868831","https://openalex.org/W2159331144","https://openalex.org/W2161738110","https://openalex.org/W2290866645","https://openalex.org/W2318345172","https://openalex.org/W2329745760","https://openalex.org/W2335180684","https://openalex.org/W2962842434","https://openalex.org/W3121963749","https://openalex.org/W3122582925","https://openalex.org/W3123375975","https://openalex.org/W3123399111","https://openalex.org/W3123432896","https://openalex.org/W3125380295","https://openalex.org/W3125781831","https://openalex.org/W3126092203"],"related_works":["https://openalex.org/W3210801197","https://openalex.org/W4412085991","https://openalex.org/W2970929938","https://openalex.org/W638605332","https://openalex.org/W108544076","https://openalex.org/W2793612972","https://openalex.org/W997739757","https://openalex.org/W2259728060","https://openalex.org/W2772092743","https://openalex.org/W2946842158"],"abstract_inverted_index":{"In":[0,132],"my":[1,133],"dissertation,":[2],"I":[3,22,36,55,144,166,192,209,220,247],"apply":[4],"emerging":[5],"big":[6],"data":[7,155],"methodologies":[8],"to":[9,63,240,288],"measure":[10],"the":[11,29,44,77,80,90,93,102],"effects":[12],"of":[13,46,68,92,223],"advertising":[14,25,196,215,280],"content":[15],"and":[16,59,124,141,161,231,244,259],"detect":[17],"potential":[18],"product":[19,245,260,266],"segments.":[20],"First,":[21],"explore":[23],"whether":[24,38,194],"messages":[26],"can":[27,173],"change":[28],"topics":[30,48,58,61,74,88],"reported":[31],"in":[32,49,97,106,171,256,265],"mass":[33,119,129],"media.":[34],"Specifically,":[35],"examine":[37],"Dove\u2019s":[39],"real":[40,64,72,86,162],"beauty":[41,73,87],"campaign":[42,94,216],"increased":[43],"incidence":[45],"real-beauty-related":[47],"newspapers.":[50],"Using":[51,202],"a":[52,118,146,272,282,293],"topic":[53],"model,":[54],"segment":[56],"beauty-related":[57],"identify":[60],"related":[62,151],"beauty.":[65],"The":[66],"number":[67],"sentences":[69],"labeled":[70],"as":[71,187],"increases":[75],"during":[76],"campaign.":[78],"While":[79],"Dove":[81],"campaign\u2019s":[82],"significant":[83,264],"impact":[84,103],"on":[85],"around":[89],"time":[91],"holds":[95],"even":[96],"newspapers":[98,107],"without":[99],"Unilever":[100,109],"ads,":[101],"is":[104,114],"larger":[105],"containing":[108],"ads.":[110],"Overall,":[111],"this":[112],"evidence":[113],"consistent":[115],"with":[116,138],"both":[117,159,257],"media\u2019s":[120],"public":[121],"service":[122],"role":[123],"an":[125],"advertiser":[126],"pressure":[127],"influencing":[128],"media":[130],"content.":[131],"next":[134],"study,":[135],"joint":[136],"work":[137],"Avi":[139],"Goldfarb":[140],"Trevor":[142],"Snider,":[143],"introduce":[145],"method":[147],"for":[148,225],"identifying":[149],"potentially":[150],"products":[152,178],"using":[153],"topological":[154],"analysis":[156],"(TDA).":[157],"From":[158],"simulated":[160],"consumer":[163,206],"purchase":[164],"data,":[165,208],"show":[167],"that":[168,249,271],"\u201cloopy":[169],"segments\u201d":[170],"TDA":[172],"connect":[174],"regionally":[175],"separated":[176],"local":[177],"through":[179],"national":[180],"products,":[181],"while":[182],"standard":[183],"clustering":[184,189],"methods":[185],"such":[186],"hierarchical":[188],"cannot.":[190],"Lastly,":[191],"test":[193],"comparative":[195,214,279],"reposition":[197],"rival":[198,251],"brands":[199,252],"closer":[200,254],"together.":[201],"Google":[203],"Trends\u2019":[204],"aggregate":[205],"search":[207,298],"analyze":[210],"Samsung\u2019s":[211],"U.S.":[212],"television":[213],"against":[217,281],"Apple\u2019s":[218],"iPhone.":[219],"count":[221],"co-occurrence":[222],"searches":[224],"brand":[226,243,258,275],"pairs":[227],"(e.g.":[228,235],"Samsung":[229,236],"Apple)":[230],"their":[232],"brand-product":[233],"attributes":[234],"screen,":[237],"Apple":[238],"Screen),":[239],"respectively":[241],"map":[242],"space.":[246,267],"find":[248],"advertised":[250],"become":[253],"together":[255],"spaces":[261],"but":[262],"not":[263],"My":[268],"results":[269],"suggest":[270],"lower":[273],"share":[274],"may":[276],"benefit":[277],"from":[278],"market":[283,294],"leader":[284,295],"by":[285],"forcing":[286],"itself":[287],"be":[289],"more":[290],"considered":[291],"alongside":[292],"when":[296],"consumers":[297],"brands.":[299]},"counts_by_year":[],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2019-03-11T00:00:00"}
