{"id":"https://openalex.org/W7147337708","doi":"https://doi.org/10.31891/2307-5740-2026-352-19","title":"\u0410\u041d\u0410\u041b\u0406\u0417 \u0426\u0418\u0424\u0420\u041e\u0412\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0413\u041e \u0421\u0415\u0420\u0415\u0414\u041e\u0412\u0418\u0429\u0410 \u0422\u0410 SEO-\u0421\u041f\u0415\u0426\u0418\u0424\u0406\u041a\u0418 \u0406\u041d\u0416\u0415\u041d\u0415\u0420\u041d\u0418\u0425 \u041f\u041e\u0421\u041b\u0423\u0413 \u0423 \u0421\u0424\u0415\u0420\u0406 \u0412\u0415\u041d\u0422\u0418\u041b\u042f\u0426\u0406\u0419\u041d\u0418\u0425 \u0421\u0418\u0421\u0422\u0415\u041c","display_name":"\u0410\u041d\u0410\u041b\u0406\u0417 \u0426\u0418\u0424\u0420\u041e\u0412\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0413\u041e \u0421\u0415\u0420\u0415\u0414\u041e\u0412\u0418\u0429\u0410 \u0422\u0410 SEO-\u0421\u041f\u0415\u0426\u0418\u0424\u0406\u041a\u0418 \u0406\u041d\u0416\u0415\u041d\u0415\u0420\u041d\u0418\u0425 \u041f\u041e\u0421\u041b\u0423\u0413 \u0423 \u0421\u0424\u0415\u0420\u0406 \u0412\u0415\u041d\u0422\u0418\u041b\u042f\u0426\u0406\u0419\u041d\u0418\u0425 \u0421\u0418\u0421\u0422\u0415\u041c","publication_year":2026,"publication_date":"2026-03-31","ids":{"openalex":"https://openalex.org/W7147337708","doi":"https://doi.org/10.31891/2307-5740-2026-352-19"},"language":"uk","primary_location":{"id":"doi:10.31891/2307-5740-2026-352-19","doi":"https://doi.org/10.31891/2307-5740-2026-352-19","is_oa":true,"landing_page_url":"https://doi.org/10.31891/2307-5740-2026-352-19","pdf_url":"https://heraldes.khmnu.edu.ua/index.php/heraldes/article/download/2729/2802","source":{"id":"https://openalex.org/S4210237324","display_name":"Herald of Khmelnytskyi National University Economic sciences","issn_l":"2226-9150","issn":["2226-9150","2307-5740"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I164756455","host_organization_name":"Khmelnytskyi National University","host_organization_lineage":["https://openalex.org/I164756455"],"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":"Herald of Khmelnytskyi National University. Economic sciences","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://heraldes.khmnu.edu.ua/index.php/heraldes/article/download/2729/2802","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5117166752","display_name":"\u0410\u0440\u0442\u0435\u043c \u0411\u0406\u041b\u0418\u041a","orcid":"https://orcid.org/0009-0007-4792-0858","observed_orcids":["https://orcid.org/0009-0007-4792-0858"]},"institutions":[{"id":"https://openalex.org/I164756455","display_name":"Khmelnytskyi National University","ror":"https://ror.org/04r8a1r80","country_code":"UA","type":"education","lineage":["https://openalex.org/I164756455"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0410\u0440\u0442\u0435\u043c \u0411\u0406\u041b\u0418\u041a","raw_affiliation_strings":["\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0009-0007-4792-0858","affiliations":[{"raw_affiliation_string":"\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I164756455"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5117166753","display_name":"\u0420\u043e\u043c\u0430\u043d \u0413\u0423\u041c\u0415\u041d\u042e\u041a","orcid":"https://orcid.org/0009-0007-8567-8695","observed_orcids":["https://orcid.org/0009-0007-8567-8695"]},"institutions":[{"id":"https://openalex.org/I164756455","display_name":"Khmelnytskyi National University","ror":"https://ror.org/04r8a1r80","country_code":"UA","type":"education","lineage":["https://openalex.org/I164756455"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"\u0420\u043e\u043c\u0430\u043d \u0413\u0423\u041c\u0415\u041d\u042e\u041a","raw_affiliation_strings":["\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"],"raw_orcid":"https://orcid.org/0009-0007-8567-8695","affiliations":[{"raw_affiliation_string":"\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442","institution_ids":["https://openalex.org/I164756455"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I164756455"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"352","issue":"2","first_page":"164","last_page":"168"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9707000255584717,"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":0.9707000255584717,"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":0.027300000190734863,"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":0.0013000000035390258,"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":0.9589999914169312},{"id":"https://openalex.org/keywords/search-engine-optimization","display_name":"search engine optimization","score":0.9779999852180481},{"id":"https://openalex.org/keywords/ventilation-systems","display_name":"ventilation systems","score":0.9200000166893005},{"id":"https://openalex.org/keywords/engineering-services","display_name":"engineering services","score":0.9739999771118164},{"id":"https://openalex.org/keywords/b2b-marketing","display_name":"B2B marketing","score":0.9779999852180481},{"id":"https://openalex.org/keywords/digital-marketing-strategy","display_name":"digital marketing strategy","score":0.6140000224113464},{"id":"https://openalex.org/keywords/brand-recognition","display_name":"brand recognition","score":0.8519999980926514},{"id":"https://openalex.org/keywords/consumer-trust","display_name":"consumer trust","score":0.6269999742507935},{"id":"https://openalex.org/keywords/competitive-advantage","display_name":"competitive advantage","score":0.5419999957084656},{"id":"https://openalex.org/keywords/marketing-effectiveness-measurement","display_name":"marketing effectiveness measurement","score":0.48500001430511475}],"concepts":[{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5576000213623047},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5551000237464905},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5231999754905701},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.5156000256538391},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5131999850273132},{"id":"https://openalex.org/C18762648","wikidata":"https://www.wikidata.org/wiki/Q42213","display_name":"Work (physics)","level":2,"score":0.46369999647140503},{"id":"https://openalex.org/C19351080","wikidata":"https://www.wikidata.org/wiki/Q1395034","display_name":"New product development","level":2,"score":0.40149998664855957},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.38440001010894775},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.359499990940094},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.3488999903202057},{"id":"https://openalex.org/C16051113","wikidata":"https://www.wikidata.org/wiki/Q828814","display_name":"Market share","level":2,"score":0.33899998664855957},{"id":"https://openalex.org/C2778132726","wikidata":"https://www.wikidata.org/wiki/Q1096872","display_name":"Digital Revolution","level":2,"score":0.33480000495910645},{"id":"https://openalex.org/C2780762989","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital strategy","level":4,"score":0.3334999978542328},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.33059999346733093},{"id":"https://openalex.org/C9652623","wikidata":"https://www.wikidata.org/wiki/Q190109","display_name":"Field (mathematics)","level":2,"score":0.33009999990463257},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.3269999921321869},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.32690000534057617},{"id":"https://openalex.org/C184356942","wikidata":"https://www.wikidata.org/wiki/Q830382","display_name":"Best practice","level":2,"score":0.3100999891757965},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.29600000381469727},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.29339998960494995},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.2831000089645386},{"id":"https://openalex.org/C2779308522","wikidata":"https://www.wikidata.org/wiki/Q843958","display_name":"Digitization","level":2,"score":0.2741999924182892},{"id":"https://openalex.org/C2777328224","wikidata":"https://www.wikidata.org/wiki/Q198981","display_name":"Target market","level":2,"score":0.2732999920845032},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.26910001039505005},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.26829999685287476},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.2653999924659729},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.26440000534057617},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.26330000162124634},{"id":"https://openalex.org/C179036041","wikidata":"https://www.wikidata.org/wiki/Q1901028","display_name":"Market analysis","level":2,"score":0.262800008058548},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.26269999146461487}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.31891/2307-5740-2026-352-19","doi":"https://doi.org/10.31891/2307-5740-2026-352-19","is_oa":true,"landing_page_url":"https://doi.org/10.31891/2307-5740-2026-352-19","pdf_url":"https://heraldes.khmnu.edu.ua/index.php/heraldes/article/download/2729/2802","source":{"id":"https://openalex.org/S4210237324","display_name":"Herald of Khmelnytskyi National University Economic sciences","issn_l":"2226-9150","issn":["2226-9150","2307-5740"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I164756455","host_organization_name":"Khmelnytskyi National University","host_organization_lineage":["https://openalex.org/I164756455"],"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":"Herald of Khmelnytskyi National University. Economic sciences","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.31891/2307-5740-2026-352-19","doi":"https://doi.org/10.31891/2307-5740-2026-352-19","is_oa":true,"landing_page_url":"https://doi.org/10.31891/2307-5740-2026-352-19","pdf_url":"https://heraldes.khmnu.edu.ua/index.php/heraldes/article/download/2729/2802","source":{"id":"https://openalex.org/S4210237324","display_name":"Herald of Khmelnytskyi National University Economic sciences","issn_l":"2226-9150","issn":["2226-9150","2307-5740"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I164756455","host_organization_name":"Khmelnytskyi National University","host_organization_lineage":["https://openalex.org/I164756455"],"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":"Herald of Khmelnytskyi National University. Economic sciences","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.7207000255584717,"display_name":"Industry, innovation and infrastructure"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7147337708.pdf","grobid_xml":"https://content.openalex.org/works/W7147337708.grobid-xml"},"referenced_works_count":2,"referenced_works":["https://openalex.org/W4400961148","https://openalex.org/W4415938074"],"related_works":["https://openalex.org/W7125463400","https://openalex.org/W3217317024","https://openalex.org/W7155168911","https://openalex.org/W4415687179","https://openalex.org/W7161684267","https://openalex.org/W7155219316","https://openalex.org/W7160395821","https://openalex.org/W7219499443","https://openalex.org/W4416950349","https://openalex.org/W7219376780"],"abstract_inverted_index":{"The":[0,108,155,197],"study":[1,156],"focuses":[2],"on":[3,145],"the":[4,10,18,122,133,170,222,230,233,258],"role":[5],"of":[6,12,20,118,224,235,260],"digital":[7,51,129,165,202,251],"tools":[8,55,203],"in":[9,17,132,169],"work":[11],"companies":[13,45,168],"providing":[14],"engineering":[15],"services":[16],"field":[19],"ventilation":[21,171],"systems.":[22],"It":[23],"examines":[24],"current":[25],"market":[26,147,188],"trends,":[27],"where":[28],"simply":[29],"offering":[30],"high-quality":[31],"products":[32],"and":[33,53,71,82,96,106,149,161,190,207,221,248],"following":[34],"technical":[35,93,237],"standards":[36],"is":[37,114],"no":[38],"longer":[39],"sufficient":[40],"to":[41,48,58,65,87,99,126,164,176,180,185,212,243],"remain":[42],"competitive.":[43],"Today,":[44],"are":[46,204,254],"expected":[47],"actively":[49],"use":[50],"channels":[52],"SEO":[54],"not":[56,174],"only":[57,175],"maintain":[59,191],"contact":[60],"with":[61,239,257],"clients":[62,182],"but":[63,183],"also":[64,184],"strengthen":[66,186],"brand":[67],"recognition,":[68],"build":[69],"trust,":[70],"foster":[72],"long-term":[73],"business":[74,246],"relationships.":[75],"Websites,":[76],"social":[77],"media":[78],"pages,":[79],"corporate":[80],"blogs,":[81],"search":[83],"engines":[84],"allow":[85],"businesses":[86],"share":[88],"detailed":[89],"product":[90],"information,":[91],"explain":[92],"features":[94],"clearly,":[95],"adjust":[97],"offers":[98],"meet":[100],"customers\u2019":[101],"needs,":[102],"which":[103],"boosts":[104],"engagement":[105],"loyalty.":[107],"article":[109],"further":[110],"highlights":[111],"that":[112,158,200,250],"there":[113],"still":[115],"a":[116,150,159,192],"lack":[117],"systematic":[119],"research":[120,231],"demonstrating":[121],"most":[123],"effective":[124],"approaches":[125],"implementing":[127],"integrated":[128],"marketing":[130,166,241],"strategies":[131],"B2B":[134],"segment,":[135],"as":[136,138],"well":[137],"methods":[139],"for":[140],"accurately":[141],"measuring":[142],"their":[143,181,187],"impact":[144],"sales,":[146],"share,":[148],"company\u2019s":[151],"standing":[152],"among":[153],"competitors.":[154],"emphasizes":[157],"well-structured":[160],"comprehensive":[162],"approach":[163],"enables":[167],"systems":[172],"sector":[173],"provide":[177],"genuine":[178],"value":[179],"position":[189],"competitive":[193],"edge":[194],"over":[195],"rivals.":[196],"findings":[198],"suggest":[199],"when":[201],"applied":[205],"thoughtfully":[206],"strategically,":[208],"they":[209],"can":[210],"lead":[211],"more":[213],"informed":[214],"customers,":[215],"clearer":[216],"communication,":[217],"improved":[218],"client":[219],"satisfaction,":[220],"establishment":[223],"stronger,":[225],"long-lasting":[226],"partnerships.":[227],"In":[228],"addition,":[229],"underscores":[232],"importance":[234],"combining":[236],"expertise":[238],"creative":[240],"practices":[242],"achieve":[244],"measurable":[245],"outcomes":[247],"ensure":[249],"communication":[252],"efforts":[253],"truly":[255],"aligned":[256],"expectations":[259],"modern":[261],"professional":[262],"clients.":[263]},"counts_by_year":[],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2026-04-02T00:00:00"}
