{"id":"https://openalex.org/W3172432002","doi":"https://doi.org/10.37320/2415-3583/17.9","title":"\u0406\u041d\u041d\u041e\u0412\u0410\u0426\u0406\u0419\u041d\u0418\u0419 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413 \u0423 \u0421\u0418\u0421\u0422\u0415\u041c\u0406 \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u041e\u041c","display_name":"\u0406\u041d\u041d\u041e\u0412\u0410\u0426\u0406\u0419\u041d\u0418\u0419 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413 \u0423 \u0421\u0418\u0421\u0422\u0415\u041c\u0406 \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u041e\u041c","publication_year":2021,"publication_date":"2021-04-30","ids":{"openalex":"https://openalex.org/W3172432002","doi":"https://doi.org/10.37320/2415-3583/17.9","mag":"3172432002"},"language":"uk","primary_location":{"id":"doi:10.37320/2415-3583/17.9","doi":"https://doi.org/10.37320/2415-3583/17.9","is_oa":true,"landing_page_url":"https://doi.org/10.37320/2415-3583/17.9","pdf_url":"http://ei-journal.in.ua/index.php/journal/article/download/422/409","source":{"id":"https://openalex.org/S4210214447","display_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","issn_l":"2415-3583","issn":["2415-3583","2707-6237"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://ei-journal.in.ua/index.php/journal/article/download/422/409","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5103270322","display_name":"\u0421\u0435\u0440\u0433\u0456\u0439 \u0421\u0430\u0432\u0447\u0435\u043d\u043a\u043e","orcid":"https://orcid.org/0000-0003-3081-2387","observed_orcids":["https://orcid.org/0000-0003-3081-2387"]},"institutions":[{"id":"https://openalex.org/I4405263862","display_name":"Rauf Ablyazov East European University","ror":"https://ror.org/009c8k568","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405263862"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0421.\u041e. \u0421\u0430\u0432\u0447\u0435\u043d\u043a\u043e","raw_affiliation_strings":["\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430"],"raw_orcid":"https://orcid.org/0000-0003-3081-2387","affiliations":[{"raw_affiliation_string":"\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430","institution_ids":["https://openalex.org/I4405263862"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5032642526","display_name":"Nataliia ABLIAZOVA","orcid":"https://orcid.org/0000-0002-2367-9349","observed_orcids":["https://orcid.org/0000-0002-2367-9349"]},"institutions":[{"id":"https://openalex.org/I4405263862","display_name":"Rauf Ablyazov East European University","ror":"https://ror.org/009c8k568","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405263862"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u041d.\u0420. \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430","raw_affiliation_strings":["\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430"],"raw_orcid":"https://orcid.org/0000-0002-2367-9349","affiliations":[{"raw_affiliation_string":"\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430","institution_ids":["https://openalex.org/I4405263862"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075023782","display_name":"\u041e\u043b\u0435\u043d\u0430 \u0421\u0443\u043a\u0430\u0447","orcid":"https://orcid.org/0000-0001-7150-0262","observed_orcids":["https://orcid.org/0000-0001-7150-0262"]},"institutions":[{"id":"https://openalex.org/I4405263862","display_name":"Rauf Ablyazov East European University","ror":"https://ror.org/009c8k568","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405263862"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u041e.\u041c. \u0421\u0443\u043a\u0430\u0447","raw_affiliation_strings":["\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430"],"raw_orcid":"https://orcid.org/0000-0001-7150-0262","affiliations":[{"raw_affiliation_string":"\u0421\u0445\u0456\u0434\u043d\u043e\u0454\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0420\u0430\u0443\u0444\u0430 \u0410\u0431\u043b\u044f\u0437\u043e\u0432\u0430","institution_ids":["https://openalex.org/I4405263862"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405263862"],"apc_list":null,"apc_paid":null,"fwci":0.3239,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.64844053,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":87,"max":93},"biblio":{"volume":null,"issue":"17","first_page":"46","last_page":"49"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5961999893188477,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.5961999893188477,"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/T13985","display_name":"Enterprise Management and Information Systems","score":0.19359999895095825,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"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/T13151","display_name":"Business Strategies and Innovation","score":0.11410000175237656,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"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/innovative-marketing","display_name":"innovative marketing","score":0.968999981880188},{"id":"https://openalex.org/keywords/business-management","display_name":"business management","score":0.9610000252723694},{"id":"https://openalex.org/keywords/marketing-technology","display_name":"marketing technology","score":0.4749999940395355},{"id":"https://openalex.org/keywords/market-competitiveness","display_name":"market competitiveness","score":0.5709999799728394},{"id":"https://openalex.org/keywords/market-strategy","display_name":"market strategy","score":0.414000004529953}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.29283443093299866}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.37320/2415-3583/17.9","doi":"https://doi.org/10.37320/2415-3583/17.9","is_oa":true,"landing_page_url":"https://doi.org/10.37320/2415-3583/17.9","pdf_url":"http://ei-journal.in.ua/index.php/journal/article/download/422/409","source":{"id":"https://openalex.org/S4210214447","display_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","issn_l":"2415-3583","issn":["2415-3583","2707-6237"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.37320/2415-3583/17.9","doi":"https://doi.org/10.37320/2415-3583/17.9","is_oa":true,"landing_page_url":"https://doi.org/10.37320/2415-3583/17.9","pdf_url":"http://ei-journal.in.ua/index.php/journal/article/download/422/409","source":{"id":"https://openalex.org/S4210214447","display_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","issn_l":"2415-3583","issn":["2415-3583","2707-6237"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e \u0442\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.5378999710083008}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3172432002.pdf","grobid_xml":"https://content.openalex.org/works/W3172432002.grobid-xml"},"referenced_works_count":3,"referenced_works":["https://openalex.org/W2023003267","https://openalex.org/W3021178604","https://openalex.org/W4235859871"],"related_works":["https://openalex.org/W6988358910","https://openalex.org/W4361803691","https://openalex.org/W3159812692","https://openalex.org/W7007059185","https://openalex.org/W7007136320","https://openalex.org/W7016660955","https://openalex.org/W7165856660","https://openalex.org/W4212763076","https://openalex.org/W6997600288","https://openalex.org/W7198257063"],"abstract_inverted_index":{"\u0421\u0443\u0447\u0430\u0441\u043d\u0456":[0],"\u0443\u043c\u043e\u0432\u0438":[1],"\u0433\u043e\u0441\u043f\u043e\u0434\u0430\u0440\u044e\u0432\u0430\u043d\u043d\u044f,":[2],"\u044f\u043a\u0456":[3],"\u0444\u043e\u0440\u043c\u0443\u044e\u0442\u044c\u0441\u044f":[4],"\u043f\u0456\u0434":[5],"\u0432\u043f\u043b\u0438\u0432\u043e\u043c":[6],"\u0441\u0438\u0441\u0442\u0435\u043c\u0430\u0442\u0438\u0447\u043d\u0438\u0445":[7],"\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0445":[8],"\u043a\u0440\u0438\u0437,":[9],"\u0432\u0438\u043c\u0430\u0433\u0430\u044e\u0442\u044c":[10,68],"\u0432\u0456\u0434":[11],"\u0432\u043b\u0430\u0441\u043d\u0438\u043a\u0456\u0432":[12],"\u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432":[13,24,39],"\u043f\u043e\u0431\u0443\u0434\u043e\u0432\u0438":[14],"\u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445":[15],"\u043f\u0456\u0434\u0445\u043e\u0434\u0456\u0432":[16],"\u0434\u043e":[17,42],"\u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f.":[18],"\u0412":[19],"\u0443\u043c\u043e\u0432\u0430\u0445":[20,109],"\u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457":[21],"\u0437\u043d\u0430\u0447\u043d\u0430":[22],"\u0447\u0430\u0441\u0442\u0438\u043d\u0430":[23],"\u0437\u0430\u0437\u043d\u0430\u043b\u0430":[25],"\u0437\u0431\u0438\u0442\u043a\u0456\u0432":[26],"\u0442\u0430":[27,44,56,75],"\u0431\u0443\u043b\u0430":[28],"\u0437\u043c\u0443\u0448\u0435\u043d\u0430":[29],"\u043f\u0440\u0438\u043f\u0438\u043d\u0438\u0442\u0438":[30],"\u0441\u0432\u043e\u044e":[31],"\u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c.":[32],"\u041e\u0441\u043d\u043e\u0432\u043d\u043e\u044e":[33],"\u043f\u0440\u0438\u0447\u0438\u043d\u043e\u044e":[34],"\u0442\u0430\u043a\u043e\u0433\u043e":[35],"\u0441\u0442\u0430\u043d\u043e\u0432\u0438\u0449\u0430":[36],"\u0441\u0442\u0430\u043b\u0430":[37],"\u043d\u0435\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u0456\u0441\u0442\u044c":[38],"\u0448\u0432\u0438\u0434\u043a\u043e":[40],"\u0430\u0434\u0430\u043f\u0442\u0443\u0432\u0430\u0442\u0438\u0441\u044f":[41],"\u0437\u043c\u0456\u043d":[43],"\u0432\u0438\u043c\u043e\u0433":[45],"\u0440\u0438\u043d\u043a\u0443.":[46,60],"\u041e\u0442\u0436\u0435,":[47],"\u0430\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u0438\u043c":[48],"\u043f\u043e\u0441\u0442\u0430\u0454":[49,88],"\u043f\u0438\u0442\u0430\u043d\u043d\u044f":[50,89],"\u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f":[51],"\u043d\u043e\u0432\u0456\u0442\u043d\u0456\u0445":[52],"\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0439":[53],"\u0443":[54,92],"\u0432\u0438\u0440\u043e\u0431\u043d\u0438\u0446\u0442\u0432\u0456":[55],"\u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u0456":[57],"\u0442\u043e\u0432\u0430\u0440\u0456\u0432":[58],"\u043d\u0430":[59,83],"\u041f\u0440\u043e\u0442\u0435":[61],"\u043f\u043e\u0440\u044f\u0434":[62],"\u0456\u0437":[63],"\u0437\u0430\u0437\u043d\u0430\u0447\u0435\u043d\u0438\u043c":[64],"\u0437\u043c\u0456\u043d\u0438":[65],"\u0432":[66,108],"\u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u0456":[67],"\u043d\u0435":[69],"\u043b\u0438\u0448\u0435":[70],"\u0440\u043e\u0437\u0440\u043e\u0431\u043b\u0435\u043d\u043d\u044f":[71],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0439":[72],"\u0437\u0430\u0432\u043e\u044e\u0432\u0430\u043d\u043d\u044f":[73],"\u0440\u0438\u043d\u043a\u0443":[74],"\u0437\u0430\u0431\u0435\u0437\u043f\u0435\u0447\u0435\u043d\u043d\u044f":[76],"\u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u0456,":[77],"\u0430":[78],"\u0439":[79],"\u043f\u0440\u043e\u043f\u043e\u043d\u0443\u0432\u0430\u043d\u043d\u044f":[80],"\u043f\u0440\u043e\u0434\u0443\u043a\u0446\u0456\u0457,":[81],"\u043f\u043e\u043f\u0438\u0442":[82],"\u044f\u043a\u0443":[84],"\u0432\u0438\u0437\u043d\u0430\u0447\u0430\u0454":[85],"\u0440\u0438\u043d\u043e\u043a.":[86],"\u0410\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u0438\u043c":[87],"\u0437\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f":[90],"\u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439":[91],"\u043f\u043e\u0454\u0434\u043d\u0430\u043d\u043d\u0456":[93],"\u0437":[94],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u043c\u0438":[95],"\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u044f\u043c\u0438":[96],"\u00ab\u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u043e\u0433\u043e":[97],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443\u00bb,":[98],"\u043e\u0441\u043d\u043e\u0432\u043d\u043e\u044e":[99],"\u043c\u0435\u0442\u043e\u044e":[100],"\u044f\u043a\u043e\u0433\u043e":[101],"\u0454":[102],"\u0434\u043e\u0441\u044f\u0433\u043d\u0435\u043d\u043d\u044f":[103],"\u043c\u0430\u043a\u0441\u0438\u043c\u0430\u043b\u044c\u043d\u043e\u0457":[104],"\u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0456":[105],"\u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f":[106],"\u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c":[107],"\u0441\u0443\u0441\u043f\u0456\u043b\u044c\u043d\u0438\u0445":[110],"\u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u0439.":[111]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2021,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2021-06-22T00:00:00"}