{"id":"https://openalex.org/W4368239203","doi":"https://doi.org/10.36887/2415-8453-2022-1-21","title":"METHODOLOGY OF ASSESSING THE DIGITAL MARKETING\u2019S IMPACT ON BUSINESS EFFICIENCY","display_name":"METHODOLOGY OF ASSESSING THE DIGITAL MARKETING\u2019S IMPACT ON BUSINESS EFFICIENCY","publication_year":2022,"publication_date":"2022-01-26","ids":{"openalex":"https://openalex.org/W4368239203","doi":"https://doi.org/10.36887/2415-8453-2022-1-21"},"language":"en","primary_location":{"id":"doi:10.36887/2415-8453-2022-1-21","doi":"https://doi.org/10.36887/2415-8453-2022-1-21","is_oa":false,"landing_page_url":"http://dx.doi.org/10.36887/2415-8453-2022-1-21","pdf_url":null,"source":{"id":"https://openalex.org/S4210221659","display_name":"Ukrainian Journal of Applied Economics and Technology","issn_l":"2415-8453","issn":["2415-8453","2518-1742"],"is_oa":false,"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":"Ukrainian Journal of Applied Economics and Technology","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5091037200","display_name":"\u0414\u0430\u043d\u0456\u0435\u043b\u043b\u0430 \u041c\u0443\u0448\u043a\u0430","orcid":"https://orcid.org/0000-0002-3486-1269","observed_orcids":["https://orcid.org/0000-0002-3486-1269"]},"institutions":[{"id":"https://openalex.org/I77443782","display_name":"Uzhhorod National University","ror":"https://ror.org/01x3jjv63","country_code":"UA","type":"education","lineage":["https://openalex.org/I77443782"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Daniella MUSHKA","raw_affiliation_strings":["Uzhhorod National University"],"raw_orcid":"https://orcid.org/0000-0002-3486-1269","affiliations":[{"raw_affiliation_string":"Uzhhorod National University","institution_ids":["https://openalex.org/I77443782"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5028514413","display_name":"Viktoriya M. Bondarenko","orcid":"https://orcid.org/0000-0001-9736-7789","observed_orcids":["https://orcid.org/0000-0001-9736-7789"]},"institutions":[{"id":"https://openalex.org/I77443782","display_name":"Uzhhorod National University","ror":"https://ror.org/01x3jjv63","country_code":"UA","type":"education","lineage":["https://openalex.org/I77443782"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Viktoriya BONDARENKO","raw_affiliation_strings":["Uzhhorod National University"],"raw_orcid":"https://orcid.org/0000-0001-9736-7789","affiliations":[{"raw_affiliation_string":"Uzhhorod National University","institution_ids":["https://openalex.org/I77443782"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5011618773","display_name":"Nazariy M. Popadynets","orcid":"https://orcid.org/0000-0002-7556-6135","observed_orcids":["https://orcid.org/0000-0002-7556-6135"]},"institutions":[{"id":"https://openalex.org/I98435010","display_name":"Lviv Polytechnic National University","ror":"https://ror.org/0542q3127","country_code":"UA","type":"education","lineage":["https://openalex.org/I98435010"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Nazariy POPADYNETS","raw_affiliation_strings":["Lviv Polytechnic National University"],"raw_orcid":"https://orcid.org/0000-0002-7556-6135","affiliations":[{"raw_affiliation_string":"Lviv Polytechnic National University","institution_ids":["https://openalex.org/I98435010"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5023131821","display_name":"Oleksandr Koval","orcid":"https://orcid.org/0000-0001-8263-6210","observed_orcids":["https://orcid.org/0000-0001-8263-6210","https://orcid.org/0000-0002-2988-7907"]},"institutions":[{"id":"https://openalex.org/I77443782","display_name":"Uzhhorod National University","ror":"https://ror.org/01x3jjv63","country_code":"UA","type":"education","lineage":["https://openalex.org/I77443782"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Oleksandr KOVAL","raw_affiliation_strings":["Uzhhorod National University"],"raw_orcid":"https://orcid.org/0000-0001-8263-6210","affiliations":[{"raw_affiliation_string":"Uzhhorod National University","institution_ids":["https://openalex.org/I77443782"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.1385,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.49448035,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":"7","issue":"1","first_page":"174","last_page":"180"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8848000168800354,"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":0.8848000168800354,"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":0.0714000016450882,"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":0.035999998450279236,"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/digital-marketing","display_name":"digital marketing","score":1.0},{"id":"https://openalex.org/keywords/enterprise-efficiency","display_name":"enterprise efficiency","score":0.9929999709129333},{"id":"https://openalex.org/keywords/advertising-efficiency","display_name":"advertising efficiency","score":0.5419999957084656},{"id":"https://openalex.org/keywords/key-performance-indicators","display_name":"key performance indicators","score":0.8790000081062317},{"id":"https://openalex.org/keywords/marketing-audit","display_name":"marketing audit","score":0.7580000162124634},{"id":"https://openalex.org/keywords/conversion","display_name":"conversion","score":0.4449999928474426},{"id":"https://openalex.org/keywords/website-traffic","display_name":"website traffic","score":0.7540000081062317},{"id":"https://openalex.org/keywords/lead","display_name":"lead","score":0.4749999940395355},{"id":"https://openalex.org/keywords/digital-marketing-tools","display_name":"digital marketing tools","score":0.8510000109672546}],"concepts":[{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6790897250175476},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.48246532678604126},{"id":"https://openalex.org/C34630208","wikidata":"https://www.wikidata.org/wiki/Q7016388","display_name":"New business development","level":3,"score":0.4700198173522949},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4558315575122833},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4556766152381897},{"id":"https://openalex.org/C85345410","wikidata":"https://www.wikidata.org/wiki/Q851587","display_name":"Business process","level":3,"score":0.4526103436946869},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.4351353347301483},{"id":"https://openalex.org/C127107974","wikidata":"https://www.wikidata.org/wiki/Q350884","display_name":"Business marketing","level":3,"score":0.4237106740474701},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.41532883048057556},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4104797840118408},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3652324676513672},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.35600465536117554},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.3157522678375244},{"id":"https://openalex.org/C174998907","wikidata":"https://www.wikidata.org/wiki/Q357662","display_name":"Work in process","level":2,"score":0.09190082550048828},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.36887/2415-8453-2022-1-21","doi":"https://doi.org/10.36887/2415-8453-2022-1-21","is_oa":false,"landing_page_url":"http://dx.doi.org/10.36887/2415-8453-2022-1-21","pdf_url":null,"source":{"id":"https://openalex.org/S4210221659","display_name":"Ukrainian Journal of Applied Economics and Technology","issn_l":"2415-8453","issn":["2415-8453","2518-1742"],"is_oa":false,"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":"Ukrainian Journal of Applied Economics and Technology","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":3,"referenced_works":["https://openalex.org/W3101146599","https://openalex.org/W4285539839","https://openalex.org/W7038657373"],"related_works":["https://openalex.org/W3013046498","https://openalex.org/W4316658073","https://openalex.org/W4327713310","https://openalex.org/W7007143298","https://openalex.org/W7167445583","https://openalex.org/W7222173450","https://openalex.org/W7218313542","https://openalex.org/W4388219653","https://openalex.org/W4379405709","https://openalex.org/W4399589321"],"abstract_inverted_index":{"Introduction.":[0],"Application":[1],"of":[2,27,62,65,77,86,101,104,126,140,142,159,190,227,237,243],"information":[3,18],"communications":[4],"methods":[5],"becomes":[6],"an":[7],"essential":[8],"success":[9],"element":[10],"in":[11,30,68,121,156],"current":[12],"doing":[13],"business":[14,31,88,135,149,167,222,238,272],"conditions.":[15],"Since":[16],"contemporary":[17,267],"society":[19],"increasingly":[20],"needs":[21],"new":[22],"communication":[23],"methods,":[24],"the":[25,43,58,63,69,73,87,96,99,102,105,114,118,128,157,188,241,250,265],"use":[26],"digital":[28,40,66,106,129,160,175,261,279],"marketing":[29,41,67,89,107,130,161,176,262,284,286],"is":[32,42,136],"very":[33],"efficient":[34,252],"as":[35,201],"it":[36],"consistently":[37],"evolves.":[38],"Therefore,":[39],"tool":[44],"to":[45,48,56,82,113,173,220,258,263],"be":[46,217],"used":[47],"develop":[49],"business.":[50],"The":[51,53,93,124,153,171,184,224,256],"purpose.":[52],"article":[54,94,185],"aims":[55],"outline":[57],"main":[59,119,154,266],"methodological":[60],"aspects":[61,200],"role":[64],"process":[70],"based":[71,196,209],"on":[72,133,148,166,193,197,210],"analysis":[74,189],"and":[75,79,116,145,163,246,248,274],"systematization":[76],"theoretical":[78],"practical":[80],"approaches":[81,112],"a":[83,234],"comprehensive":[84,235],"assessment":[85,236],"activity":[90,192,208],"efficiency.":[91,223],"Results.":[92],"analyzes":[95],"research":[97],"addressing":[98],"nature":[100],"interpretation":[103],"concept.":[108],"It":[109],"substantiates":[110],"scientific":[111],"subject":[115],"outlines":[117],"tools":[120,162],"this":[122],"phenomenon.":[123],"efficiency":[125,144,168,275],"impact":[127,147,165],"introduction":[131],"has":[132],"modern":[134],"determined.":[137],"A":[138],"set":[139],"parameters":[141],"advertising":[143],"its":[146],"processes":[150],"are":[151,169,181,276],"characterized.":[152,182],"trends":[155],"development":[158,254,273],"their":[164],"examined.":[170],"ways":[172,257],"expand":[174],"opportunities":[177],"among":[178],"domestic":[179],"businesses":[180],"Conclusions.":[183],"argues":[186],"that":[187,269],"customers\u2019":[191],"informational":[194],"websites":[195],"such":[198],"key":[199,228],"attention":[202],"\u2192":[203,205,207],"interest":[204],"desire":[206],"specific":[211],"indicators":[212,229],"(traffic,":[213],"conversion,":[214],"leads)":[215],"should":[216],"carried":[218],"out":[219,233],"improve":[221],"analyzed":[225],"system":[226],"allows":[230],"for":[231],"carrying":[232],"efficiency,":[239,282],"estimating":[240],"effects":[242],"various":[244],"activities,":[245],"determining":[247],"implementing":[249],"most":[251],"economic":[253],"tools.":[255],"efficiently":[259],"apply":[260],"define":[264],"problems":[268],"can":[270],"affect":[271],"declared.":[277],"Keywords:":[278],"marketing,":[280],"business,":[281],"indicators,":[283],"activity,":[285],"audit.":[287]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-09-26T08:19:03.415552","created_date":"2023-05-05T00:00:00"}
