{"id":"https://openalex.org/W3134291666","doi":null,"title":"THREE ESSAYS ON UNDERSTANDING AND OPTIMIZING DIGITAL MARKETING AND COMMUNICATION","display_name":"THREE ESSAYS ON UNDERSTANDING AND OPTIMIZING DIGITAL MARKETING AND COMMUNICATION","publication_year":2020,"publication_date":"2020-01-01","ids":{"openalex":"https://openalex.org/W3134291666","mag":"3134291666"},"language":"en","primary_location":{"id":"pmh:oai:scholarshare.temple.edu:20.500.12613/4754","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/4754","pdf_url":"http://hdl.handle.net/20.500.12613/4754","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"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/Dissertation"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://hdl.handle.net/20.500.12613/4754","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5067926422","display_name":"Heather Kennedy","orcid":"https://orcid.org/0000-0003-0690-4572","observed_orcids":["https://orcid.org/0000-0003-0690-4572"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Heather Kennedy","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0003-0690-4572","affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5067926422"],"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/T10609","display_name":"Digital Marketing and Social Media","score":0.9940999746322632,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.9940999746322632,"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":0.0024999999441206455,"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/T10942","display_name":"Sports, Gender, and Society","score":0.002199999988079071,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.7419999837875366},{"id":"https://openalex.org/keywords/sports-industry","display_name":"sports industry","score":0.824999988079071},{"id":"https://openalex.org/keywords/uses-and-gratifications-theory","display_name":"uses and gratifications theory","score":0.8840000033378601},{"id":"https://openalex.org/keywords/social-media-engagement","display_name":"social media engagement","score":0.7910000085830688},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7360000014305115},{"id":"https://openalex.org/keywords/sports-organizations","display_name":"sports organizations","score":0.492000013589859}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5082799792289734},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4159081280231476},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4122202694416046},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3935614228248596},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3909769058227539},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3574266731739044},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.280800461769104}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:scholarshare.temple.edu:20.500.12613/4754","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/4754","pdf_url":"http://hdl.handle.net/20.500.12613/4754","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"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/Dissertation"},{"id":"mag:3134291666","doi":null,"is_oa":false,"landing_page_url":"https://scholarshare.temple.edu/handle/20.500.12613/4754","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:scholarshare.temple.edu:20.500.12613/4754","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/4754","pdf_url":"http://hdl.handle.net/20.500.12613/4754","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"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/Dissertation"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3134291666.pdf","grobid_xml":"https://content.openalex.org/works/W3134291666.grobid-xml"},"referenced_works_count":94,"referenced_works":["https://openalex.org/W20276462","https://openalex.org/W72397345","https://openalex.org/W79895616","https://openalex.org/W196515614","https://openalex.org/W225542150","https://openalex.org/W604972776","https://openalex.org/W628470518","https://openalex.org/W985940485","https://openalex.org/W1560293378","https://openalex.org/W1575714269","https://openalex.org/W1598833883","https://openalex.org/W1622527855","https://openalex.org/W1714723801","https://openalex.org/W1769833074","https://openalex.org/W1975845483","https://openalex.org/W1979772540","https://openalex.org/W1987450023","https://openalex.org/W1988476883","https://openalex.org/W1989710961","https://openalex.org/W1994961305","https://openalex.org/W2000432371","https://openalex.org/W2003429563","https://openalex.org/W2012171918","https://openalex.org/W2013502477","https://openalex.org/W2023504240","https://openalex.org/W2031221452","https://openalex.org/W2037392090","https://openalex.org/W2047600409","https://openalex.org/W2050653856","https://openalex.org/W2051128189","https://openalex.org/W2060908739","https://openalex.org/W2061813881","https://openalex.org/W2067712594","https://openalex.org/W2071141511","https://openalex.org/W2080044964","https://openalex.org/W2080333180","https://openalex.org/W2087047722","https://openalex.org/W2093288575","https://openalex.org/W2093425966","https://openalex.org/W2099052895","https://openalex.org/W2099800158","https://openalex.org/W2103753714","https://openalex.org/W2104554137","https://openalex.org/W2116632622","https://openalex.org/W2117682062","https://openalex.org/W2120135983","https://openalex.org/W2121001699","https://openalex.org/W2121821727","https://openalex.org/W2131875738","https://openalex.org/W2140190241","https://openalex.org/W2145734711","https://openalex.org/W2146659228","https://openalex.org/W2158585626","https://openalex.org/W2159516798","https://openalex.org/W2161020492","https://openalex.org/W2161303562","https://openalex.org/W2163176562","https://openalex.org/W2168610960","https://openalex.org/W2170599185","https://openalex.org/W2178791314","https://openalex.org/W2217082420","https://openalex.org/W2227717554","https://openalex.org/W2261269024","https://openalex.org/W2286513919","https://openalex.org/W2319778717","https://openalex.org/W2335987783","https://openalex.org/W2409115982","https://openalex.org/W2410378330","https://openalex.org/W2495771124","https://openalex.org/W2498297728","https://openalex.org/W2507239482","https://openalex.org/W2517965417","https://openalex.org/W2518819330","https://openalex.org/W2524772685","https://openalex.org/W2579500094","https://openalex.org/W2596736532","https://openalex.org/W2605084090","https://openalex.org/W2611515001","https://openalex.org/W2618228332","https://openalex.org/W2748730125","https://openalex.org/W2758412971","https://openalex.org/W2885176229","https://openalex.org/W2886599860","https://openalex.org/W2908253997","https://openalex.org/W2917680498","https://openalex.org/W2951917552","https://openalex.org/W2953933902","https://openalex.org/W2999406651","https://openalex.org/W3003227943","https://openalex.org/W3004807288","https://openalex.org/W3006253701","https://openalex.org/W3080979593","https://openalex.org/W3143303760","https://openalex.org/W3167900363"],"related_works":["https://openalex.org/W4391403589","https://openalex.org/W2064223217","https://openalex.org/W3164804754","https://openalex.org/W3201843961","https://openalex.org/W7160006395","https://openalex.org/W4300074936","https://openalex.org/W4401645072","https://openalex.org/W3045140642","https://openalex.org/W7124575405","https://openalex.org/W3045184322"],"abstract_inverted_index":{"The":[0],"evolving":[1],"nature":[2,154],"of":[3,57,103,113,140,155,180,191,201,217,225,243],"the":[4,34,39,54,138,150,168,173,178,223,239],"sport":[5,35,40,69,156,207],"industry":[6,36],"coupled":[7],"with":[8,68],"continually":[9],"advancing":[10],"technologies":[11],"make":[12],"it":[13],"increasingly":[14],"important":[15],"to":[16,82,85,121,130,148,186,197],"research":[17,195,210],"and":[18,22,43,59,133,152,204,231,237,241,246],"understand":[19],"digital":[20,31,202,235],"marketing":[21,32,132,203,236],"communication.":[23],"This":[24,209],"dissertation":[25],"includes":[26],"three":[27],"essays":[28],"that":[29,87,124,220],"investigate":[30],"in":[33,78,95,164,206],"by":[37,63,128,248],"considering":[38,177],"organization,":[41],"context,":[42],"user":[44],"as":[45,47],"well":[46],"their":[48],"interactions.":[49],"Essay":[50,109,160],"One":[51],"critically":[52],"examines":[53,162],"current":[55],"use":[56],"Uses":[58],"Gratifications":[60],"(U&G)":[61],"Theory":[62,84],"examining":[64],"what":[65],"consumers":[66],"do":[67],"social":[70,90,106,114],"media.":[71],"Findings":[72],"from":[73],"a":[74,79,100,198,212,215],"qualitative":[75],"analysis":[76],"result":[77],"proposed":[80],"augmentation":[81],"U&G":[83],"reflect":[86],"not":[88],"all":[89],"media":[91,107,115],"consumption":[92,157],"is":[93],"purposeful":[94],"nature,":[96],"while":[97],"also":[98],"identifying":[99],"core":[101],"set":[102],"motivations":[104],"driving":[105],"use.":[108],"Two":[110],"identifies":[111],"determinants":[112],"engagement":[116],"using":[117],"data":[118],"mining":[119],"techniques":[120,247],"unearth":[122],"insights":[123],"can":[125],"be":[126],"leveraged":[127],"organizations":[129],"optimize":[131],"communication":[134,205],"strategies.":[135],"Results":[136],"inform":[137],"development":[139],"an":[141],"updated":[142],"Sport":[143],"Experience":[144],"Design":[145],"(SX)":[146],"framework":[147],"capture":[149],"complex":[151],"dynamic":[153],"contexts.":[158],"Finally,":[159],"Three":[161],"advertising":[163],"multi-screen":[165],"environments":[166],"when":[167],"advertisement":[169],"(ad)":[170],"appears":[171],"on":[172,182],"second":[174],"screen,":[175],"specifically":[176],"impact":[179],"timing":[181],"ad":[183],"memory":[184],"due":[185],"limited":[187],"cognitive":[188],"processing":[189],"capabilities":[190],"consumers.":[192],"Collectively,":[193],"this":[194],"contributes":[196],"deeper":[199],"understanding":[200],"management.":[208],"lays":[211],"foundation":[213],"for":[214],"stream":[216],"future":[218],"work":[219],"will":[221],"consider":[222],"intersection":[224],"information":[226],"systems,":[227],"consumer":[228],"behaviour,":[229],"marketing,":[230],"sports":[232],"management,":[233],"specifically,":[234],"exploring":[238],"optimization":[240],"usage":[242],"mediated":[244],"tools":[245],"organizations.":[249]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2021-03-15T00:00:00"}
