{"id":"https://openalex.org/W4403767317","doi":"https://doi.org/10.21272/mmi.2024.3-10","title":"Financial Justification for the Use of Innovative Digital Marketing Tools","display_name":"Financial Justification for the Use of Innovative Digital Marketing Tools","publication_year":2024,"publication_date":"2024-01-01","ids":{"openalex":"https://openalex.org/W4403767317","doi":"https://doi.org/10.21272/mmi.2024.3-10"},"language":"en","primary_location":{"id":"doi:10.21272/mmi.2024.3-10","doi":"https://doi.org/10.21272/mmi.2024.3-10","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-10","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/10_\u0410830-2024_Tataryntseva-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","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://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/10_\u0410830-2024_Tataryntseva-et-al.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5036671406","display_name":"Yuliia Tataryntseva","orcid":"https://orcid.org/0000-0003-2910-9280","observed_orcids":["https://orcid.org/0000-0003-2910-9280"]},"institutions":[{"id":"https://openalex.org/I67256668","display_name":"National Technical University \"Kharkiv Polytechnic Institute\"","ror":"https://ror.org/00yp5c433","country_code":"UA","type":"education","lineage":["https://openalex.org/I67256668"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Yuliia Tataryntseva","raw_affiliation_strings":["National Technical University \"Kharkiv Polytechnic Institute\", Ukraine"],"raw_orcid":"https://orcid.org/0000-0003-2910-9280","affiliations":[{"raw_affiliation_string":"National Technical University \"Kharkiv Polytechnic Institute\", Ukraine","institution_ids":["https://openalex.org/I67256668"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5002299604","display_name":"Oleksandr Manoylenko","orcid":"https://orcid.org/0000-0001-5979-4077","observed_orcids":["https://orcid.org/0000-0001-5979-4077"]},"institutions":[{"id":"https://openalex.org/I67256668","display_name":"National Technical University \"Kharkiv Polytechnic Institute\"","ror":"https://ror.org/00yp5c433","country_code":"UA","type":"education","lineage":["https://openalex.org/I67256668"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Oleksandr Manoylenko","raw_affiliation_strings":["National Technical University \"Kharkiv Polytechnic Institute\", Ukraine"],"raw_orcid":"https://orcid.org/0000-0001-5979-4077","affiliations":[{"raw_affiliation_string":"National Technical University \"Kharkiv Polytechnic Institute\", Ukraine","institution_ids":["https://openalex.org/I67256668"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5028014728","display_name":"Nataliia Shmatko","orcid":"https://orcid.org/0000-0002-4909-252X","observed_orcids":["https://orcid.org/0000-0002-4909-252X"]},"institutions":[{"id":"https://openalex.org/I67256668","display_name":"National Technical University \"Kharkiv Polytechnic Institute\"","ror":"https://ror.org/00yp5c433","country_code":"UA","type":"education","lineage":["https://openalex.org/I67256668"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Nataliia Shmatko","raw_affiliation_strings":["National Technical University \"Kharkiv Polytechnic Institute\", Ukraine"],"raw_orcid":"https://orcid.org/0000-0002-4909-252X","affiliations":[{"raw_affiliation_string":"National Technical University \"Kharkiv Polytechnic Institute\", Ukraine","institution_ids":["https://openalex.org/I67256668"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I67256668"],"apc_list":null,"apc_paid":null,"fwci":2.9703,"has_fulltext":true,"cited_by_count":12,"citation_normalized_percentile":{"value":0.91930898,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":99},"biblio":{"volume":"15","issue":"3","first_page":"127","last_page":"140"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6782000064849854,"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":0.6782000064849854,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.28519999980926514,"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":0.020600000396370888,"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-tools","display_name":"digital marketing tools","score":0.9380000233650208},{"id":"https://openalex.org/keywords/dairy-products","display_name":"dairy products","score":0.9409999847412109},{"id":"https://openalex.org/keywords/customer-segmentation","display_name":"customer segmentation","score":0.7400000095367432},{"id":"https://openalex.org/keywords/consumer-values","display_name":"consumer values","score":0.9319999814033508},{"id":"https://openalex.org/keywords/financial-ratios","display_name":"financial ratios","score":0.7599999904632568},{"id":"https://openalex.org/keywords/financial-statements","display_name":"financial statements","score":0.5569999814033508},{"id":"https://openalex.org/keywords/clustering","display_name":"clustering","score":0.6380000114440918},{"id":"https://openalex.org/keywords/online-product-promotion","display_name":"online product promotion","score":0.5389999747276306},{"id":"https://openalex.org/keywords/dairy-company","display_name":"dairy company","score":0.5879999995231628}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5468853712081909},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4558805227279663},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.4080694317817688}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.21272/mmi.2024.3-10","doi":"https://doi.org/10.21272/mmi.2024.3-10","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-10","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/10_\u0410830-2024_Tataryntseva-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","raw_type":"journal-article"},{"id":"pmh:oai:repository.kpi.kharkov.ua:KhPI-Press/83546","doi":null,"is_oa":true,"landing_page_url":"https://repository.kpi.kharkov.ua/handle/KhPI-Press/83546","pdf_url":"https://repository.kpi.kharkov.ua/bitstreams/93169364-b2cd-46a5-bed7-0d4576fe0745/download","source":{"id":"https://openalex.org/S4306400269","display_name":"eNTUKhPIIR Repository (Kharkiv Polytechnic Institute)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67256668","host_organization_name":"National Technical University \"Kharkiv Polytechnic Institute\"","host_organization_lineage":["https://openalex.org/I67256668"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Article"},{"id":"pmh:oai:doaj.org/article:ef7201c83a2042409468f067e5025435","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/ef7201c83a2042409468f067e5025435","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":"Marketing i Mened\u017ement Innovacij, Vol 15, Iss 3, Pp 1-140 (2024)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.21272/mmi.2024.3-10","doi":"https://doi.org/10.21272/mmi.2024.3-10","is_oa":true,"landing_page_url":"https://doi.org/10.21272/mmi.2024.3-10","pdf_url":"https://mmi.sumdu.edu.ua/wp-content/uploads/2024/10/10_\u0410830-2024_Tataryntseva-et-al.pdf","source":{"id":"https://openalex.org/S4210204559","display_name":"Marketing and Management of Innovations","issn_l":"2218-4511","issn":["2218-4511","2227-6718"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20","russia-white-list-2"],"host_organization":"https://openalex.org/P4310322434","host_organization_name":"Sumy State University","host_organization_lineage":["https://openalex.org/P4310322434"],"host_organization_lineage_names":["Sumy State University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Marketing and Management of Innovations","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4403767317.pdf","grobid_xml":"https://content.openalex.org/works/W4403767317.grobid-xml"},"referenced_works_count":51,"referenced_works":["https://openalex.org/W2558466410","https://openalex.org/W2762155099","https://openalex.org/W2763898090","https://openalex.org/W2807997669","https://openalex.org/W2894859866","https://openalex.org/W2905730507","https://openalex.org/W2931038081","https://openalex.org/W2996656218","https://openalex.org/W2996852201","https://openalex.org/W3008009527","https://openalex.org/W3010085615","https://openalex.org/W3016556225","https://openalex.org/W3028153570","https://openalex.org/W3109655501","https://openalex.org/W3178171379","https://openalex.org/W3197499757","https://openalex.org/W3199907214","https://openalex.org/W3206013991","https://openalex.org/W3214567845","https://openalex.org/W4214661109","https://openalex.org/W4225302938","https://openalex.org/W4280527530","https://openalex.org/W4283076382","https://openalex.org/W4288077395","https://openalex.org/W4290052383","https://openalex.org/W4294647307","https://openalex.org/W4308584554","https://openalex.org/W4309568625","https://openalex.org/W4313332232","https://openalex.org/W4320499900","https://openalex.org/W4361027379","https://openalex.org/W4365446711","https://openalex.org/W4366572270","https://openalex.org/W4381195164","https://openalex.org/W4385643473","https://openalex.org/W4387613865","https://openalex.org/W4388077922","https://openalex.org/W4388430763","https://openalex.org/W4390430037","https://openalex.org/W4391133245","https://openalex.org/W4393978957","https://openalex.org/W4394064580","https://openalex.org/W4394584646","https://openalex.org/W4394584931","https://openalex.org/W4394626261","https://openalex.org/W4394954912","https://openalex.org/W4398186142","https://openalex.org/W4400418528","https://openalex.org/W4400654149","https://openalex.org/W4400700277","https://openalex.org/W4400993937"],"related_works":["https://openalex.org/W4402194027","https://openalex.org/W3024381887","https://openalex.org/W7220601383","https://openalex.org/W4416424371","https://openalex.org/W7220298955","https://openalex.org/W7133314801","https://openalex.org/W7217571099","https://openalex.org/W7165884975","https://openalex.org/W6893314369","https://openalex.org/W3187990750"],"abstract_inverted_index":{"This":[0,22,318,343,420],"article":[1,47],"presents":[2],"a":[3,307,360,409,422],"comprehensive":[4],"study":[5,23,111,154,212,344],"aimed":[6],"at":[7],"analysing":[8,295],"the":[9,17,28,32,36,49,60,63,67,70,79,85,98,101,110,115,118,121,129,132,142,153,158,166,176,183,186,197,207,211,214,218,240,245,251,268,271,275,286,335,348,353,365,372,375,381,390,395,406,428,435,438],"impact":[10,447],"of":[11,19,27,31,51,62,69,72,81,87,100,103,109,117,120,123,131,134,152,160,168,178,185,188,196,202,206,210,217,236,248,270,274,288,337,340,350,355,367,374,377,384,389,397,408,412,430,437,440],"innovative":[12,53,88,145,161,259,314,368,413,441],"digital":[13,33,54,89,104,146,162,179,260,289,315,328,356,414,431,442],"marketing":[14,44,55,90,105,135,147,163,180,261,272,290,316,341,357,369,415,443],"tools":[15,56,91,164,262,370,444],"on":[16,66,114,165,182,285,309,371,405,448],"promotion":[18],"dairy":[20,241,398],"products.":[21],"is":[24,78,112,138,155],"relevant":[25,144],"because":[26],"rapid":[29],"dynamics":[30],"environment":[34],"and":[35,200,232,255,305,333,380,445],"need":[37],"for":[38,84,92,257,280,424],"enterprises":[39,320,399],"to":[40,42,140,156,174,224,311,321,347,364,400],"adapt":[41],"new":[43],"trends.":[45],"The":[46,75,107,149,191,277,386],"investigates":[48],"feasibility":[50,102,133,177,269,287,383],"using":[52],"in":[57,239,250,313,327,352,394,427,434],"accordance":[58],"with":[59,229],"segments":[61,228],"target":[64,198,219],"audience":[65,199],"basis":[68,116,167,184,373,407,423],"definition":[71],"their":[73,402,446],"values.":[74,233],"main":[76,150],"problem":[77],"lack":[80],"scientific":[82],"justification":[83],"choice":[86],"potential":[93],"audiences,":[94],"as":[95,97,126,128,171,173],"well":[96,127,172],"analysis":[99,119,130,187,195,201,216,376],"costs.":[106,385],"hypothesis":[108],"that,":[113],"values":[122,247],"consumer":[124,169,227,237,378,449],"groups,":[125],"costs,":[136],"it":[137],"possible":[139],"select":[141],"most":[143],"tools.":[148,317],"purpose":[151],"justify":[157,175],"use":[159],"values,":[170],"costs":[181,273,291],"financial":[189,203,303,331,382,418],"statements.":[190],"methodology":[192],"included":[193],"cluster":[194,215],"ratios.":[204],"One":[205],"key":[208,278],"stages":[209],"was":[213],"audience,":[220],"which":[221],"allowed":[222],"us":[223],"identify":[225],"different":[226,230],"needs":[231],"Three":[234],"clusters":[235,252],"audiences":[238],"industry":[242],"were":[243,253,263],"identified,":[244],"corresponding":[246],"customers":[249],"substantiated,":[254],"recommendations":[256],"identifying":[258],"proposed,":[264],"taking":[265],"into":[266],"account":[267],"enterprise.":[276],"coefficients":[279],"making":[281],"informed":[282,323],"management":[283],"decisions":[284,324],"are":[292],"allocated.":[293],"By":[294],"these":[296],"coefficients,":[297],"an":[298],"enterprise":[299],"can":[300],"assess":[301],"its":[302],"capabilities":[304],"make":[306,322],"decision":[308],"how":[310],"invest":[312],"allows":[319],"about":[325],"investing":[326],"marketing,":[329,432],"minimizing":[330],"risk":[332],"increasing":[334],"chances":[336],"successful":[338],"implementation":[339],"strategies.":[342],"significantly":[345],"adds":[346],"body":[349],"knowledge":[351],"field":[354,429],"by":[358],"offering":[359],"scientifically":[361],"based":[362],"approach":[363],"selection":[366,411],"value":[379],"practical":[387],"application":[388],"research":[391,426],"results":[392],"lies":[393],"ability":[396],"promote":[401],"products":[403],"online":[404],"thorough":[410],"tools,":[416],"reducing":[417],"risk.":[419],"creates":[421],"further":[425],"particularly":[433],"context":[436],"integration":[439],"behaviour.":[450]},"counts_by_year":[{"year":2026,"cited_by_count":6},{"year":2025,"cited_by_count":5},{"year":2024,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2024-10-26T00:00:00"}
