{"id":"https://openalex.org/W4366813086","doi":"https://doi.org/10.5281/zenodo.7759264","title":"\u0420\u043e\u043b\u044c \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0435\u0440\u0435\u0436 \u0432 \u0456\u043d\u0431\u0430\u0443\u043d\u0434 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456\u0439 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0434\u043b\u044f \u0441\u0442\u0430\u0440\u0442\u0430\u043f\u0456\u0432","display_name":"\u0420\u043e\u043b\u044c \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0435\u0440\u0435\u0436 \u0432 \u0456\u043d\u0431\u0430\u0443\u043d\u0434 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456\u0439 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0434\u043b\u044f \u0441\u0442\u0430\u0440\u0442\u0430\u043f\u0456\u0432","publication_year":2023,"publication_date":"2023-03-20","ids":{"openalex":"https://openalex.org/W4366813086","doi":"https://doi.org/10.5281/zenodo.7759264"},"language":"uk","primary_location":{"id":"pmh:oai:zenodo.org:7759265","doi":null,"is_oa":true,"landing_page_url":"https://zenodo.org/record/7759265","pdf_url":"https://zenodo.org/record/7759265","source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"\u0410\u043a\u0430\u0434\u0435\u043c\u0456\u0447\u043d\u0456 \u0432\u0456\u0437\u0456\u0457 17","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://zenodo.org/record/7759265","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5036528842","display_name":"Anna Viktorivna Verbytska","orcid":"https://orcid.org/0000-0001-7805-1412","observed_orcids":["https://orcid.org/0000-0001-7805-1412","https://orcid.org/0000-0002-4462-9738"]},"institutions":[{"id":"https://openalex.org/I4210143342","display_name":"Chernihiv Polytechnic National University","ror":"https://ror.org/048mcz794","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210143342"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0412\u0456\u043a\u0442\u043e\u0440\u0456\u0432\u043d\u0430, \u0412\u0435\u0440\u0431\u0438\u0446\u044c\u043a\u0430 \u0410\u043d\u043d\u0430","raw_affiliation_strings":["\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\""],"raw_orcid":"https://orcid.org/0000-0001-7805-1412","affiliations":[{"raw_affiliation_string":"\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\"","institution_ids":["https://openalex.org/I4210143342"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5041039786","display_name":"\u041b\u0430\u0440\u0438\u0441\u0430 \u0411\u0430\u0431\u0430\u0447\u0435\u043d\u043a\u043e","orcid":"https://orcid.org/0000-0002-6312-4700","observed_orcids":["https://orcid.org/0000-0002-6312-4700"]},"institutions":[{"id":"https://openalex.org/I4210143342","display_name":"Chernihiv Polytechnic National University","ror":"https://ror.org/048mcz794","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210143342"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0412\u0430\u043b\u0435\u043d\u0442\u0438\u043d\u0456\u0432\u043d\u0430, \u0411\u0430\u0431\u0430\u0447\u0435\u043d\u043a\u043e \u041b\u0430\u0440\u0438\u0441\u0430","raw_affiliation_strings":["\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\""],"raw_orcid":"https://orcid.org/0000-0002-6312-4700","affiliations":[{"raw_affiliation_string":"\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\"","institution_ids":["https://openalex.org/I4210143342"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075611019","display_name":"Iryna Lysenko","orcid":"https://orcid.org/0000-0002-9960-1599","observed_orcids":["https://orcid.org/0000-0002-9960-1599"]},"institutions":[{"id":"https://openalex.org/I4210143342","display_name":"Chernihiv Polytechnic National University","ror":"https://ror.org/048mcz794","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210143342"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0412\u043e\u043b\u043e\u0434\u0438\u043c\u0438\u0440\u0456\u0432\u043d\u0430, \u041b\u0438\u0441\u0435\u043d\u043a\u043e \u0406\u0440\u0438\u043d\u0430","raw_affiliation_strings":["\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\""],"raw_orcid":"https://orcid.org/0000-0002-9960-1599","affiliations":[{"raw_affiliation_string":"\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \"\u0427\u0435\u0440\u043d\u0456\u0433\u0456\u0432\u0441\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\"","institution_ids":["https://openalex.org/I4210143342"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210143342"],"apc_list":null,"apc_paid":null,"fwci":0.3128,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.60348716,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":95},"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":0.9984999895095825,"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":0.9984999895095825,"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":0.0010999999940395355,"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/T13053","display_name":"SMEs Development and Digital Marketing","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International 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/inbound-marketing","display_name":"inbound marketing","score":0.875},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.8389999866485596},{"id":"https://openalex.org/keywords/business-start-up","display_name":"startups","score":0.8730000257492065},{"id":"https://openalex.org/keywords/startup-development-stages","display_name":"startup development stages","score":0.8960000276565552},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.6259999871253967},{"id":"https://openalex.org/keywords/content-marketing","display_name":"content marketing","score":0.7300000190734863},{"id":"https://openalex.org/keywords/social-media-content","display_name":"social media content","score":0.44699999690055847}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.27454012632369995}],"mesh":[],"locations_count":3,"locations":[{"id":"pmh:oai:zenodo.org:7759265","doi":null,"is_oa":true,"landing_page_url":"https://zenodo.org/record/7759265","pdf_url":"https://zenodo.org/record/7759265","source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"\u0410\u043a\u0430\u0434\u0435\u043c\u0456\u0447\u043d\u0456 \u0432\u0456\u0437\u0456\u0457 17","raw_type":"info:eu-repo/semantics/article"},{"id":"doi:10.5281/zenodo.7759264","doi":"https://doi.org/10.5281/zenodo.7759264","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.7759264","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"JournalArticle"},{"id":"doi:10.5281/zenodo.7759265","doi":"https://doi.org/10.5281/zenodo.7759265","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.7759265","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"JournalArticle"}],"best_oa_location":{"id":"pmh:oai:zenodo.org:7759265","doi":null,"is_oa":true,"landing_page_url":"https://zenodo.org/record/7759265","pdf_url":"https://zenodo.org/record/7759265","source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"\u0410\u043a\u0430\u0434\u0435\u043c\u0456\u0447\u043d\u0456 \u0432\u0456\u0437\u0456\u0457 17","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4366813086.pdf","grobid_xml":"https://content.openalex.org/works/W4366813086.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W3089745365","https://openalex.org/W3164081291","https://openalex.org/W4200584859","https://openalex.org/W4225410235","https://openalex.org/W4226165963","https://openalex.org/W4282839735","https://openalex.org/W4285237305","https://openalex.org/W4312985653"],"related_works":["https://openalex.org/W7155187416","https://openalex.org/W4313209276","https://openalex.org/W7108079102","https://openalex.org/W6988309074","https://openalex.org/W4411197051","https://openalex.org/W4417414494","https://openalex.org/W7199404213","https://openalex.org/W7072344952","https://openalex.org/W3206939778","https://openalex.org/W4285406710"],"abstract_inverted_index":{"\u0423":[0],"\u0434\u0430\u043d\u0456\u0439":[1],"\u0441\u0442\u0430\u0442\u0442\u0456":[2],"\u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e":[3,40,73],"\u043f\u043e\u043d\u044f\u0442\u0442\u044f":[4,37],"\u00ab\u0441\u0442\u0430\u0440\u0442\u0430\u043f\u00bb,":[5],"\u043e\u0441\u043d\u043e\u0432\u043d\u0456":[6,42,62],"\u0435\u0442\u0430\u043f\u0438":[7],"\u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443":[8,84],"\u0441\u0442\u0430\u0440\u0442\u0430\u043f\u0443":[9],"\u0456":[10],"\u0441\u043a\u043b\u0430\u0434\u043e\u0432\u0456":[11],"\u0439\u043e\u0433\u043e":[12,41],"\u0443\u0441\u043f\u0456\u0445\u0443.":[13],"\u0422\u0430\u043a\u043e\u0436":[14],"\u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e":[15],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0439":[16],"\u043f\u0456\u0434\u0445\u0456\u0434":[17],"\u2013":[18],"inbound":[19],"(\u0432\u0445\u0456\u0434\u043d\u0438\u0439)":[20],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433.":[21],"\u041f\u043e\u044f\u0432\u0430":[22],"\u0446\u044c\u043e\u0433\u043e":[23],"\u043f\u0456\u0434\u0445\u043e\u0434\u0443":[24],"\u043e\u0431\u0443\u043c\u043e\u0432\u043b\u0435\u043d\u0430":[25],"\u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u0439\u043d\u0438\u043c\u0438":[26],"\u0437\u043c\u0456\u043d\u0430\u043c\u0438":[27],"\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0438,":[28],"\u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u0456\u0441\u0442\u044e":[29],"\u0430\u0434\u0430\u043f\u0442\u0430\u0446\u0456\u0457":[30],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443":[31],"\u0434\u043e":[32],"\u0446\u0438\u0444\u0440\u043e\u0432\u0456\u0437\u0430\u0446\u0456\u0457":[33],"\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0438.":[34],"\u0414\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e":[35],"\u0441\u0443\u0442\u043d\u0456\u0441\u0442\u044c":[36],"\u00ab\u0456\u043d\u0431\u0430\u0443\u043d\u0434":[38],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u00bb,":[39],"\u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0438":[43],"\u0442\u0430":[44,64],"\u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456.":[45],"\u0417\u043e\u0441\u0435\u0440\u0435\u0434\u0436\u0435\u043d\u043e":[46],"\u0443\u0432\u0430\u0433\u0443":[47],"\u043d\u0430":[48],"\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u0456":[49],"\u0442\u0430\u043a\u043e\u0433\u043e":[50],"\u043c\u0430\u0439\u0434\u0430\u043d\u0447\u0438\u043a\u0430,":[51],"\u044f\u043a":[52],"\u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0456":[53,78],"\u043c\u0435\u0440\u0435\u0436\u0456":[54,79],"\u0443":[55],"\u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0456":[56],"\u043f\u043e\u0431\u0443\u0434\u043e\u0432\u0438":[57],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457":[58],"\u0456\u043d\u0431\u0430\u0443\u043d\u0434":[59,81],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457.":[60],"\u0420\u043e\u0437\u043a\u0440\u0438\u0442\u043e":[61],"\u043f\u0435\u0440\u0435\u0432\u0430\u0433\u0438":[63],"\u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456":[65],"\u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445":[66],"\u043c\u0435\u0440\u0435\u0436":[67],"\u0447\u0435\u0440\u0435\u0437":[68,77],"\u043f\u0440\u0438\u0437\u043c\u0443":[69],"\u0441\u044c\u043e\u0433\u043e\u0434\u0435\u043d\u043d\u044f,":[70],"\u0430":[71],"\u0442\u0430\u043a\u043e\u0436":[72],"\u0440\u043e\u043b\u044c":[74],"\u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457":[75],"\u043a\u043e\u043d\u0442\u0435\u043d\u0442\u0443":[76],"\u0432":[80],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456\u0439":[82],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457":[83],"\u0441\u0442\u0430\u0440\u0442\u0430\u043f\u0456\u0432.":[85]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2023-04-25T00:00:00"}
