{"id":"https://openalex.org/W4391622845","doi":"https://doi.org/10.32342/2074-5362-2023-2-35-10","title":"INFLUENCE MARKETING AS AN EFFECTIVE TOOL FOR ATTRACTING CONSUMERS","display_name":"INFLUENCE MARKETING AS AN EFFECTIVE TOOL FOR ATTRACTING CONSUMERS","publication_year":2023,"publication_date":"2023-12-01","ids":{"openalex":"https://openalex.org/W4391622845","doi":"https://doi.org/10.32342/2074-5362-2023-2-35-10"},"language":"en","primary_location":{"id":"doi:10.32342/2074-5362-2023-2-35-10","doi":"https://doi.org/10.32342/2074-5362-2023-2-35-10","is_oa":true,"landing_page_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","pdf_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","source":{"id":"https://openalex.org/S4210182881","display_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","issn_l":"2074-5362","issn":["2074-5362","2522-9702"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310321175","host_organization_name":"Alfred Nobel University Publisher","host_organization_lineage":["https://openalex.org/P4310321175"],"host_organization_lineage_names":["Alfred Nobel University Publisher"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5000972335","display_name":"\u0421\u0432\u0456\u0442\u043b\u0430\u043d\u0430 \u0421\u0442\u0435\u043f\u0430\u043d\u0456\u0432\u043d\u0430 \u042f\u0440\u0435\u043c\u0435\u043d\u043a\u043e","orcid":"https://orcid.org/0000-0002-9709-7560","observed_orcids":["https://orcid.org/0000-0002-9709-7560"]},"institutions":[{"id":"https://openalex.org/I3131304771","display_name":"Alfred Nobel University","ror":"https://ror.org/05ykq3c56","country_code":"UA","type":"education","lineage":["https://openalex.org/I3131304771"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Svitlana S. Yaremenko","raw_affiliation_strings":["Alfred Nobel University, Dnipro (Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alfred Nobel University, Dnipro (Ukraine","institution_ids":["https://openalex.org/I3131304771"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5103073854","display_name":"Iryna V. Taranenko","orcid":"https://orcid.org/0000-0002-2697-786X","observed_orcids":["https://orcid.org/0000-0002-2697-786X"]},"institutions":[{"id":"https://openalex.org/I3131304771","display_name":"Alfred Nobel University","ror":"https://ror.org/05ykq3c56","country_code":"UA","type":"education","lineage":["https://openalex.org/I3131304771"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Iryna V. Taranenko","raw_affiliation_strings":["Alfred Nobel University, Dnipro (Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alfred Nobel University, Dnipro (Ukraine","institution_ids":["https://openalex.org/I3131304771"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5090979745","display_name":"Valentyna M. Shevchenko","orcid":"https://orcid.org/0000-0003-0614-0648","observed_orcids":["https://orcid.org/0000-0003-0614-0648"]},"institutions":[{"id":"https://openalex.org/I3131304771","display_name":"Alfred Nobel University","ror":"https://ror.org/05ykq3c56","country_code":"UA","type":"education","lineage":["https://openalex.org/I3131304771"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Valentyna M. Shevchenko","raw_affiliation_strings":["Alfred Nobel University, Dnipro (Ukraine)"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alfred Nobel University, Dnipro (Ukraine)","institution_ids":["https://openalex.org/I3131304771"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5093884975","display_name":"Mariia O. Kuzmenko","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3131304771","display_name":"Alfred Nobel University","ror":"https://ror.org/05ykq3c56","country_code":"UA","type":"education","lineage":["https://openalex.org/I3131304771"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Mariia O. Kuzmenko","raw_affiliation_strings":["Alfred Nobel University, Dnipro (Ukraine)"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alfred Nobel University, Dnipro (Ukraine)","institution_ids":["https://openalex.org/I3131304771"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I3131304771"],"apc_list":{"value":350,"currency":"UAH","value_usd":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":88,"max":95},"biblio":{"volume":"2","issue":"35","first_page":"125","last_page":"142"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"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":0.9994999766349792,"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":0.00019999999494757503,"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"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0,"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/influencer-marketing","display_name":"influencer marketing","score":1.0},{"id":"https://openalex.org/keywords/affiliate-marketing","display_name":"affiliate marketing","score":0.8939999938011169},{"id":"https://openalex.org/keywords/partner-programs","display_name":"partner programs","score":0.7549999952316284},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.7730000019073486},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.7770000100135803},{"id":"https://openalex.org/keywords/brand-trust","display_name":"brand trust","score":0.8029999732971191},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.7879999876022339},{"id":"https://openalex.org/keywords/online-store-promotion","display_name":"online store promotion","score":0.5889999866485596},{"id":"https://openalex.org/keywords/brand-positioning","display_name":"brand positioning","score":0.36899998784065247}],"concepts":[{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.8895009756088257},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6591821908950806},{"id":"https://openalex.org/C71750763","wikidata":"https://www.wikidata.org/wiki/Q646164","display_name":"General partnership","level":2,"score":0.6554917097091675},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.619137167930603},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.5525814294815063},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.5239232182502747},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.47190386056900024},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.45254987478256226},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.4494631886482239},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.4270763099193573},{"id":"https://openalex.org/C119059837","wikidata":"https://www.wikidata.org/wiki/Q175096","display_name":"SWOT analysis","level":2,"score":0.4188830852508545},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.246931791305542},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.22296223044395447},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.17394429445266724},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","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}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.32342/2074-5362-2023-2-35-10","doi":"https://doi.org/10.32342/2074-5362-2023-2-35-10","is_oa":true,"landing_page_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","pdf_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","source":{"id":"https://openalex.org/S4210182881","display_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","issn_l":"2074-5362","issn":["2074-5362","2522-9702"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310321175","host_organization_name":"Alfred Nobel University Publisher","host_organization_lineage":["https://openalex.org/P4310321175"],"host_organization_lineage_names":["Alfred Nobel University Publisher"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:a784387be6204bb6b589df68137148a3","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/a784387be6204bb6b589df68137148a3","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"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":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"\u00cavropejs\u02b9kij Vektor Ekonom\u00ec\u010dnogo Rozvitku, Vol 2, Iss 35, Pp 125-142 (2023)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.32342/2074-5362-2023-2-35-10","doi":"https://doi.org/10.32342/2074-5362-2023-2-35-10","is_oa":true,"landing_page_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","pdf_url":"https://doi.org/10.32342/2074-5362-2023-2-35-10","source":{"id":"https://openalex.org/S4210182881","display_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","issn_l":"2074-5362","issn":["2074-5362","2522-9702"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj"],"host_organization":"https://openalex.org/P4310321175","host_organization_name":"Alfred Nobel University Publisher","host_organization_lineage":["https://openalex.org/P4310321175"],"host_organization_lineage_names":["Alfred Nobel University Publisher"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u0438\u0439 \u0432\u0435\u043a\u0442\u043e\u0440 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443","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/W4391622845.pdf","grobid_xml":"https://content.openalex.org/works/W4391622845.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7066238638","https://openalex.org/W3107097019","https://openalex.org/W6981975147","https://openalex.org/W7215335926","https://openalex.org/W3210645220","https://openalex.org/W2991502873","https://openalex.org/W3162661496","https://openalex.org/W3183538327","https://openalex.org/W2905428696","https://openalex.org/W2741207600"],"abstract_inverted_index":{"The":[0,31,182],"purpose":[1],"of":[2,10,14,39,46,62,70,82,90,98,125,133,140,170,172,184,201,225,238,329,345,354,378,387,396,410,413,419],"the":[3,8,11,15,26,36,60,68,80,88,91,96,102,107,111,123,130,136,163,166,173,215,222,226,231,236,239,245,248,280,287,299,305,327,336,338,343,346,376,379,382,385,393,397,408,411,417],"article":[4,108,137,167],"is":[5,120,146,302],"to":[6,67,95,113,153,197,243,263,269,286,309,406],"justify":[7],"importance":[9],"company\u2019s":[12,27],"implementation":[13,61,171,237,412],"partner":[16,312,414],"program":[17,119,175,187,240,313,325],"as":[18,49,253,316,323,348,350],"an":[19,50,185,190,254,317],"influencer":[20,47,99,232],"marketing":[21,28,41,48,100,223,352,360],"tool":[22,52],"aimed":[23],"at":[24],"improving":[25],"communication":[29,192,355],"system.":[30],"conducted":[32,92],"analysis":[33],"showed":[34],"that":[35,65,110,142,260,304],"current":[37],"state":[38],"companies\u2019":[40],"communications":[42,361],"requires":[43],"greater":[44],"use":[45,97,421],"effective":[51,117,157,191],"for":[53,156,176,218,273,289,381],"influencing":[54],"consumer":[55,71],"purchase":[56],"decisions,":[57],"namely":[58],"through":[59,356],"partnership":[63,258],"programs":[64,415],"contribute":[66,189,384],"formation":[69],"trust":[72],"in":[73,256,298,326,422],"a":[74,114,138,199,290,295,311,331],"specific":[75,296],"brand,":[76],"their":[77,420],"retention":[78],"and":[79,116,159,195,230,275,416],"creation":[81],"long-term":[83,257],"relationships":[84],"with":[85,193,320],"them.":[86],"On":[87],"basis":[89],"research":[93],"devoted":[94],"by":[101],"domestic":[103],"drogerie":[104],"chain":[105],"\u201cEVA\u201d,":[106,229],"justifies":[109],"key":[112],"successful":[115],"affiliate":[118,174,186,324],"not":[121,314],"only":[122],"organization":[124],"this":[126],"process,":[127],"but":[128,322],"also":[129,374],"correct":[131],"selection":[132],"bloggers.":[134],"In":[135,165,234,399],"list":[139],"criteria":[141,149],"they":[143,372],"must":[144],"meet":[145],"represented.":[147],"These":[148],"will":[150,188,241,250,267,282,341,368,373,390,403],"help":[151,268],"\u201cEVA\u201d":[152,179,207,274,358],"select":[154],"bloggers":[155,194,332,340],"cooperation":[158],"positive":[160],"influence":[161],"on":[162],"brand.":[164],"7":[168],"steps":[169],"influencers":[177,202,367],"from":[178],"are":[180,261],"proposed.":[181],"introduction":[183],"allow":[196,242],"create":[198],"base":[200],"who":[203],"can":[204,307,362],"independently":[205],"promote":[206],"without":[208],"additional":[209,351],"agreements.":[210],"That":[211],"is,":[212],"it":[213,301,402],"optimizes":[214],"working":[216],"process":[217],"two":[219],"company":[220,281,306,380],"divisions:":[221],"promotion":[224],"Internet":[227],"store":[228],"direction.":[233],"addition,":[235],"optimize":[244],"budget,":[246],"since":[247,366],"funds":[249],"be":[251,342,363,369,404],"planned":[252],"investment":[255],"relations":[259],"beneficial":[262],"both":[264],"parties.":[265],"This":[266],"provide":[270],"continuous":[271],"exposure":[272,285],"its":[276],"online":[277],"store,":[278],"so":[279],"get":[283],"more":[284],"audience":[288],"relatively":[291],"small":[292],"cost.":[293],"Using":[294],"example":[297],"article,":[300],"justified":[303],"afford":[308],"implement":[310],"just":[315],"ordinary":[318],"one":[319],"commissions,":[321],"format":[328],"building":[330],"community.":[333],"When":[334],"implementing":[335],"program,":[337],"involved":[339],"face":[344],"brand":[347,370],"well":[349],"channel":[353],"which":[357,389],"new":[359],"transmitted.":[364],"Moreover,":[365],"representatives,":[371],"build":[375],"positioning":[377],"audience,":[383],"increase":[386],"loyalty,":[388],"positively":[391],"affect":[392],"further":[394,400],"development":[395],"company.":[398],"research,":[401],"appropriate":[405],"consider":[407],"effectiveness":[409],"spread":[418],"other":[423],"industries.":[424]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2024,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2024-02-08T00:00:00"}
