{"id":"https://openalex.org/W4409430858","doi":"https://doi.org/10.32782/2524-0072/2025-72-56","title":"\u0424\u041e\u0420\u041c\u0423\u0412\u0410\u041d\u041d\u042f \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0407 S\u041c\u041c-\u041f\u0420\u041e\u0421\u0423\u0412\u0410\u041d\u041d\u042f : \u041e\u0421\u041e\u0411\u041b\u0418\u0412\u041e\u0421\u0422\u0406 \u0422\u0410 \u041f\u0415\u0420\u0421\u041f\u0415\u041a\u0422\u0418\u0412\u0418 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423","display_name":"\u0424\u041e\u0420\u041c\u0423\u0412\u0410\u041d\u041d\u042f \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0407 S\u041c\u041c-\u041f\u0420\u041e\u0421\u0423\u0412\u0410\u041d\u041d\u042f : \u041e\u0421\u041e\u0411\u041b\u0418\u0412\u041e\u0421\u0422\u0406 \u0422\u0410 \u041f\u0415\u0420\u0421\u041f\u0415\u041a\u0422\u0418\u0412\u0418 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423","publication_year":2025,"publication_date":"2025-02-24","ids":{"openalex":"https://openalex.org/W4409430858","doi":"https://doi.org/10.32782/2524-0072/2025-72-56"},"language":"uk","primary_location":{"id":"doi:10.32782/2524-0072/2025-72-56","doi":"https://doi.org/10.32782/2524-0072/2025-72-56","is_oa":true,"landing_page_url":"https://doi.org/10.32782/2524-0072/2025-72-56","pdf_url":"https://economyandsociety.in.ua/index.php/journal/article/download/5698/5640","source":{"id":"https://openalex.org/S4210227089","display_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","issn_l":"2524-0072","issn":["2524-0072"],"is_oa":true,"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":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://economyandsociety.in.ua/index.php/journal/article/download/5698/5640","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5004091434","display_name":"Iryna Lorvi","orcid":"https://orcid.org/0000-0001-6713-5338","observed_orcids":["https://orcid.org/0000-0001-6713-5338"]},"institutions":[{"id":"https://openalex.org/I151029833","display_name":"Lutsk National Technical University","ror":"https://ror.org/02vn54r74","country_code":"UA","type":"education","lineage":["https://openalex.org/I151029833"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0406\u0440\u0438\u043d\u0430 \u041b\u043e\u0440\u0432\u0456","raw_affiliation_strings":["\u041b\u0443\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0000-0001-6713-5338","affiliations":[{"raw_affiliation_string":"\u041b\u0443\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I151029833"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5096113953","display_name":"Viktoriia Mariuk","orcid":"https://orcid.org/0009-0002-5033-2807","observed_orcids":["https://orcid.org/0009-0002-5033-2807"]},"institutions":[{"id":"https://openalex.org/I151029833","display_name":"Lutsk National Technical University","ror":"https://ror.org/02vn54r74","country_code":"UA","type":"education","lineage":["https://openalex.org/I151029833"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0412\u0456\u043a\u0442\u043e\u0440\u0456\u044f \u041c\u0430\u0440\u2019\u044e\u043a","raw_affiliation_strings":["\u041b\u0443\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0009-0002-5033-2807","affiliations":[{"raw_affiliation_string":"\u041b\u0443\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0442\u0435\u0445\u043d\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I151029833"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I151029833"],"apc_list":{"value":40,"currency":"USD","value_usd":40},"apc_paid":{"value":40,"currency":"USD","value_usd":40},"fwci":4.3627,"has_fulltext":true,"cited_by_count":6,"citation_normalized_percentile":{"value":0.93696757,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":97},"biblio":{"volume":null,"issue":"72","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":0.9945999979972839,"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":0.9945999979972839,"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":0.004900000058114529,"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":0.00039999998989515007,"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/social-media-marketing","display_name":"social media marketing","score":0.859000027179718},{"id":"https://openalex.org/keywords/smm-strategy","display_name":"SMM strategy","score":0.8859999775886536},{"id":"https://openalex.org/keywords/brand-promotion","display_name":"brand promotion","score":0.8209999799728394},{"id":"https://openalex.org/keywords/brand-building","display_name":"brand building","score":0.7540000081062317},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.777999997138977},{"id":"https://openalex.org/keywords/customer-acquisition","display_name":"customer acquisition","score":0.7210000157356262},{"id":"https://openalex.org/keywords/brand-trust","display_name":"brand trust","score":0.8320000171661377},{"id":"https://openalex.org/keywords/advertising-budget-optimization","display_name":"advertising budget optimization","score":0.9860000014305115}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2758684754371643}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.32782/2524-0072/2025-72-56","doi":"https://doi.org/10.32782/2524-0072/2025-72-56","is_oa":true,"landing_page_url":"https://doi.org/10.32782/2524-0072/2025-72-56","pdf_url":"https://economyandsociety.in.ua/index.php/journal/article/download/5698/5640","source":{"id":"https://openalex.org/S4210227089","display_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","issn_l":"2524-0072","issn":["2524-0072"],"is_oa":true,"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":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.32782/2524-0072/2025-72-56","doi":"https://doi.org/10.32782/2524-0072/2025-72-56","is_oa":true,"landing_page_url":"https://doi.org/10.32782/2524-0072/2025-72-56","pdf_url":"https://economyandsociety.in.ua/index.php/journal/article/download/5698/5640","source":{"id":"https://openalex.org/S4210227089","display_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","issn_l":"2524-0072","issn":["2524-0072"],"is_oa":true,"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":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"\u0415\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430 \u0442\u0430 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u0441\u0442\u0432\u043e","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/W4409430858.pdf","grobid_xml":"https://content.openalex.org/works/W4409430858.grobid-xml"},"referenced_works_count":6,"referenced_works":["https://openalex.org/W2018051118","https://openalex.org/W2768729548","https://openalex.org/W3000365863","https://openalex.org/W3135608806","https://openalex.org/W4312257997","https://openalex.org/W4316469876"],"related_works":["https://openalex.org/W4317704391","https://openalex.org/W7005855939","https://openalex.org/W7213719324","https://openalex.org/W7024894017","https://openalex.org/W7221286133","https://openalex.org/W4417414494","https://openalex.org/W6999686294","https://openalex.org/W4386712490","https://openalex.org/W7071387932","https://openalex.org/W7112785866"],"abstract_inverted_index":{"\u0423":[0,17],"\u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445":[1],"\u0443\u043c\u043e\u0432\u0430\u0445":[2,98],"\u0433\u043b\u043e\u0431\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457":[3],"\u0442\u0430":[4,40,44,61,73,85,101],"\u0446\u0438\u0444\u0440\u043e\u0432\u043e\u0457":[5],"\u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u0457":[6],"SMM-\u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f":[7,50],"\u0441\u0442\u0430\u043b\u043e":[8],"\u043e\u0434\u043d\u0438\u043c":[9],"\u0456\u0437":[10],"\u043a\u043b\u044e\u0447\u043e\u0432\u0438\u0445":[11],"\u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0456\u0432":[12],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457":[13],"\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457":[14,49],"\u0431\u0443\u0434\u044c-\u044f\u043a\u043e\u0457":[15],"\u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0457.":[16],"\u0441\u0442\u0430\u0442\u0442\u0456":[18],"\u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e":[19],"\u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456":[20],"\u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f":[21],"\u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445":[22,104],"\u043c\u0435\u0440\u0435\u0436":[23],"\u044f\u043a":[24],"\u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0443":[25],"\u0431\u0456\u0437\u043d\u0435\u0441\u0443":[26],"\u0434\u043b\u044f":[27,38,51,82],"\u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f":[28,95],"\u0442\u043e\u0432\u0430\u0440\u0456\u0432":[29],"\u0456":[30],"\u043f\u043e\u0441\u043b\u0443\u0433,":[31],"\u0430":[32],"\u0442\u0430\u043a\u043e\u0436":[33],"\u0430\u043d\u0430\u043b\u0456\u0437\u0443\u0454\u0442\u044c\u0441\u044f":[34],"\u043f\u0440\u043e\u0446\u0435\u0441":[35],"\u0440\u043e\u0437\u0440\u043e\u0431\u043a\u0438":[36,48],"SMM-\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457":[37],"\u0437\u043c\u0456\u0446\u043d\u0435\u043d\u043d\u044f":[39,52],"\u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443":[41,103],"\u0431\u0440\u0435\u043d\u0434\u0430.":[42,53],"\u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e":[43],"\u043e\u0431\u0491\u0440\u0443\u043d\u0442\u043e\u0432\u0430\u043d\u043e":[45],"\u043a\u043b\u044e\u0447\u043e\u0432\u0456":[46],"\u0435\u0442\u0430\u043f\u0438":[47],"\u0412\u0438\u043a\u043e\u043d\u0430\u043d\u043d\u044f":[54],"\u0432\u0441\u0456\u0445":[55],"\u0437\u0430\u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0445":[56],"\u0435\u0442\u0430\u043f\u0456\u0432":[57],"\u0441\u043f\u0440\u0438\u044f\u0454":[58],"\u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044e":[59],"\u0441\u0438\u0441\u0442\u0435\u043c\u043d\u043e\u0457":[60],"\u0440\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438\u0432\u043d\u043e\u0457":[62],"SMM-\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457,":[63],"\u0449\u043e":[64],"\u0434\u043e\u0437\u0432\u043e\u043b\u044f\u0454":[65],"\u0437\u0430\u043b\u0443\u0447\u0430\u0442\u0438":[66],"\u043d\u043e\u0432\u0438\u0445":[67],"\u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432,":[68],"\u0437\u043c\u0456\u0446\u043d\u044e\u0432\u0430\u0442\u0438":[69],"\u0434\u043e\u0432\u0456\u0440\u0443":[70],"\u0434\u043e":[71],"\u0431\u0440\u0435\u043d\u0434\u0443":[72,96],"\u043e\u043f\u0442\u0438\u043c\u0456\u0437\u0443\u0432\u0430\u0442\u0438":[74],"\u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0456":[75],"\u0431\u044e\u0434\u0436\u0435\u0442\u0438.":[76],"\u0420\u0435\u0437\u0443\u043b\u044c\u0442\u0430\u0442\u0438":[77],"\u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f":[78],"\u043c\u043e\u0436\u0443\u0442\u044c":[79],"\u0431\u0443\u0442\u0438":[80],"\u043a\u043e\u0440\u0438\u0441\u043d\u0438\u043c\u0438":[81],"\u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0456\u0432,":[83],"\u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0446\u0456\u0432":[84],"\u0444\u0430\u0445\u0456\u0432\u0446\u0456\u0432":[86],"\u0443":[87],"\u0441\u0444\u0435\u0440\u0456":[88],"\u0446\u0438\u0444\u0440\u043e\u0432\u043e\u0433\u043e":[89],"\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443,":[90],"\u044f\u043a\u0456":[91],"\u043f\u0440\u0430\u0433\u043d\u0443\u0442\u044c":[92],"\u043f\u0456\u0434\u0432\u0438\u0449\u0438\u0442\u0438":[93],"\u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c":[94],"\u0432":[97],"\u0437\u0440\u043e\u0441\u0442\u0430\u044e\u0447\u043e\u0457":[99],"\u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0456\u0457":[100],"\u0434\u0438\u043d\u0430\u043c\u0456\u0447\u043d\u043e\u0433\u043e":[102],"\u043c\u0435\u0434\u0456\u0430.":[105]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":4}],"updated_date":"2026-11-13T13:42:25.865203","created_date":"2025-04-15T00:00:00"}