{"id":"https://openalex.org/W4389560545","doi":"https://doi.org/10.32839/2304-5809/2023-11-123-5","title":"\u0421\u0423\u0427\u0410\u0421\u041d\u0406 \u0422\u0415\u041d\u0414\u0415\u041d\u0426\u0406\u0407 \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u041c\u0418 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0426\u0406\u042f\u041c\u0418","display_name":"\u0421\u0423\u0427\u0410\u0421\u041d\u0406 \u0422\u0415\u041d\u0414\u0415\u041d\u0426\u0406\u0407 \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u041c\u0418 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0426\u0406\u042f\u041c\u0418","publication_year":2023,"publication_date":"2023-11-30","ids":{"openalex":"https://openalex.org/W4389560545","doi":"https://doi.org/10.32839/2304-5809/2023-11-123-5"},"language":"uk","primary_location":{"id":"doi:10.32839/2304-5809/2023-11-123-5","doi":"https://doi.org/10.32839/2304-5809/2023-11-123-5","is_oa":true,"landing_page_url":"https://doi.org/10.32839/2304-5809/2023-11-123-5","pdf_url":"https://molodyivchenyi.ua/index.php/journal/article/download/5950/5819","source":{"id":"https://openalex.org/S4210170951","display_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","issn_l":"2304-5809","issn":["2304-5809","2313-2167"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324096561","host_organization_name":"Publishing House Young Scientist","host_organization_lineage":["https://openalex.org/P4324096561"],"host_organization_lineage_names":["Publishing House Young Scientist"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://molodyivchenyi.ua/index.php/journal/article/download/5950/5819","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5028682470","display_name":"Nataliia Savytska","orcid":"https://orcid.org/0000-0001-6569-6772","observed_orcids":["https://orcid.org/0000-0001-6569-6772"]},"institutions":[{"id":"https://openalex.org/I4405252692","display_name":"State Biotechnological University","ror":"https://ror.org/02fcqqz87","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405252692"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u041d\u0430\u0442\u0430\u043b\u0456\u044f \u0421\u0430\u0432\u0438\u0446\u044c\u043a\u0430","raw_affiliation_strings":["\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0000-0001-6569-6772","affiliations":[{"raw_affiliation_string":"\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I4405252692"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5087400568","display_name":"\u0415\u043b\u0456\u043d\u0430 \u041f\u0430\u0445\u0443\u0447\u0430","orcid":"https://orcid.org/0000-0003-0509-8230","observed_orcids":["https://orcid.org/0000-0003-0509-8230"]},"institutions":[{"id":"https://openalex.org/I4405252692","display_name":"State Biotechnological University","ror":"https://ror.org/02fcqqz87","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405252692"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0415\u043b\u0456\u043d\u0430 \u041f\u0430\u0445\u0443\u0447\u0430","raw_affiliation_strings":["\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0000-0003-0509-8230","affiliations":[{"raw_affiliation_string":"\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I4405252692"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5093464281","display_name":"\u041f\u0430\u0432\u043b\u043e \u0412\u0456\u043d\u043d\u0456\u043a","orcid":"https://orcid.org/0009-0009-3589-7149","observed_orcids":["https://orcid.org/0009-0009-3589-7149"]},"institutions":[{"id":"https://openalex.org/I4405252692","display_name":"State Biotechnological University","ror":"https://ror.org/02fcqqz87","country_code":"UA","type":"education","lineage":["https://openalex.org/I4405252692"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u041f\u0430\u0432\u043b\u043e \u0412\u0456\u043d\u043d\u0456\u043a","raw_affiliation_strings":["\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0009-0009-3589-7149","affiliations":[{"raw_affiliation_string":"\u0414\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0431\u0456\u043e\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I4405252692"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405252692"],"apc_list":null,"apc_paid":null,"fwci":1.1078,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.8262716,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":"11 (123)","first_page":"140","last_page":"145"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9990000128746033,"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":0.9990000128746033,"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/T13496","display_name":"Advertising and Communication Studies","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.00019999999494757503,"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/marketing-communication-management","display_name":"marketing communication management","score":0.8339999914169312},{"id":"https://openalex.org/keywords/media-advertising","display_name":"media advertising","score":0.8709999918937683},{"id":"https://openalex.org/keywords/market-research","display_name":"market analysis","score":0.972000002861023}],"concepts":[{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3284400403499603}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.32839/2304-5809/2023-11-123-5","doi":"https://doi.org/10.32839/2304-5809/2023-11-123-5","is_oa":true,"landing_page_url":"https://doi.org/10.32839/2304-5809/2023-11-123-5","pdf_url":"https://molodyivchenyi.ua/index.php/journal/article/download/5950/5819","source":{"id":"https://openalex.org/S4210170951","display_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","issn_l":"2304-5809","issn":["2304-5809","2313-2167"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324096561","host_organization_name":"Publishing House Young Scientist","host_organization_lineage":["https://openalex.org/P4324096561"],"host_organization_lineage_names":["Publishing House Young Scientist"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.32839/2304-5809/2023-11-123-5","doi":"https://doi.org/10.32839/2304-5809/2023-11-123-5","is_oa":true,"landing_page_url":"https://doi.org/10.32839/2304-5809/2023-11-123-5","pdf_url":"https://molodyivchenyi.ua/index.php/journal/article/download/5950/5819","source":{"id":"https://openalex.org/S4210170951","display_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","issn_l":"2304-5809","issn":["2304-5809","2313-2167"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4324096561","host_organization_name":"Publishing House Young Scientist","host_organization_lineage":["https://openalex.org/P4324096561"],"host_organization_lineage_names":["Publishing House Young Scientist"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u041c\u043e\u043b\u043e\u0434\u0438\u0439 \u0432\u0447\u0435\u043d\u0438\u0439","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4389560545.pdf","grobid_xml":"https://content.openalex.org/works/W4389560545.grobid-xml"},"referenced_works_count":5,"referenced_works":["https://openalex.org/W2898795173","https://openalex.org/W3126854875","https://openalex.org/W4200486151","https://openalex.org/W4283209525","https://openalex.org/W6963960795"],"related_works":["https://openalex.org/W4407106453","https://openalex.org/W7072825510","https://openalex.org/W7044537777","https://openalex.org/W3156160462","https://openalex.org/W7125638605","https://openalex.org/W7016420568","https://openalex.org/W7217786236","https://openalex.org/W7218779091","https://openalex.org/W2899069552","https://openalex.org/W6988285106"],"abstract_inverted_index":{"\u0417\u0430":[0],"\u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0430\u043c\u0438":[1],"\u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u043e\u0433\u043e":[2],"\u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f":[3],"\u043f\u0440\u043e\u0430\u043d\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u043e":[4],"\u0442\u0435\u043d\u0434\u0435\u043d\u0446\u0456\u0457":[5],"\u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443":[6],"\u0432\u0456\u0442\u0447\u0438\u0437\u043d\u044f\u043d\u043e\u0433\u043e":[7],"\u0440\u0438\u043d\u043a\u0443":[8],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445":[9,14],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439.":[10],"\u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e":[11],"\u043f\u0438\u0442\u0430\u043d\u043d\u044f":[12],"\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044f":[13],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439":[15],"\u0442\u0430":[16,61],"\u0457\u0445":[17],"\u0432\u043f\u043b\u0438\u0432":[18],"\u043d\u0430":[19],"\u0440\u043e\u0437\u0432\u0438\u0442\u043e\u043a":[20],"\u0433\u043e\u0441\u043f\u043e\u0434\u0430\u0440\u0441\u044c\u043a\u043e\u0457":[21],"\u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456":[22,31],"\u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0456\u0432":[23],"\u0431\u0456\u0437\u043d\u0435\u0441\u0443.":[24],"\u0420\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u0456":[25],"\u0441\u0443\u0447\u0430\u0441\u043d\u0456":[26],"\u0442\u0440\u0435\u043d\u0434\u0438":[27],"\u0432":[28,72],"\u0430\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u044f\u0445":[29],"\u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e-\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u043e\u0457":[30],"\u0437":[32],"\u0443\u0440\u0430\u0445\u0443\u0432\u0430\u043d\u043d\u044f\u043c":[33],"\u0437\u043c\u0456\u043d\u0438":[34,40,52],"\u0432\u0435\u043a\u0442\u043e\u0440\u0443":[35],"\u0441\u0443\u0441\u043f\u0456\u043b\u044c\u043d\u043e\u0433\u043e":[36],"\u043d\u0430\u0441\u0442\u0440\u043e\u044e.":[37],"\u041f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0439":[38],"\u0430\u043d\u0430\u043b\u0456\u0437":[39],"\u043f\u0456\u0434\u0445\u043e\u0434\u0456\u0432":[41,53],"\u0434\u043e":[42,54],"\u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f":[43,55,67,83],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u043c\u0438":[44,62,84],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u044f\u043c\u0438":[45],"\u0437\u0430":[46],"\u043f\u2019\u044f\u0442\u0438\u0440\u0456\u0447\u043d\u0438\u0439":[47],"\u043f\u0435\u0440\u0456\u043e\u0434":[48],"\u0443":[49],"\u0440\u043e\u0437\u0440\u0456\u0437\u0456":[50],"\u0441\u0442\u0440\u0443\u043a\u0442\u0443\u0440\u0438":[51],"\u043c\u0435\u0434\u0456\u0439\u043d\u043e\u044e":[56],"\u0440\u0435\u043a\u043b\u0430\u043c\u043e\u044e,":[57],"non-media":[58],"\u0440\u0435\u043a\u043b\u0430\u043c\u043d\u043e-\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u043e\u044e":[59],"\u0430\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044e":[60],"\u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f\u043c\u0438.":[63],"\u0417\u0433\u0440\u0443\u043f\u043e\u0432\u0430\u043d\u043e":[64],"\u0433\u043e\u043b\u043e\u0432\u043d\u0438\u043c\u0438":[65],"\u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0430\u043c\u0438":[66],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u044e":[68],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u043e\u044e":[69],"\u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044e":[70],"\u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432":[71],"\u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445":[73],"\u0443\u043c\u043e\u0432\u0430\u0445.":[74],"\u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u0456":[75],"\u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456":[76],"\u044f\u043a\u0456":[77],"\u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u043e":[78],"\u0432\u0440\u0430\u0445\u043e\u0432\u0443\u0432\u0430\u0442\u0438":[79],"\u043f\u0440\u0438":[80],"\u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u043d\u0456":[81],"\u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0433\u043e":[82],"\u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u044f\u043c\u0438.":[85]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":3}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2023-12-12T00:00:00"}
