{"id":"https://openalex.org/W3000945975","doi":"https://doi.org/10.1109/tpc.2019.2961000","title":"Hard or Soft Sell? Understanding White Papers as Content Marketing","display_name":"Hard or Soft Sell? Understanding White Papers as Content Marketing","publication_year":2020,"publication_date":"2020-01-23","ids":{"openalex":"https://openalex.org/W3000945975","doi":"https://doi.org/10.1109/tpc.2019.2961000","mag":"3000945975"},"language":"en","primary_location":{"id":"doi:10.1109/tpc.2019.2961000","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tpc.2019.2961000","pdf_url":null,"source":{"id":"https://openalex.org/S90277605","display_name":"IEEE Transactions on Professional Communication","issn_l":"0361-1434","issn":["0361-1434","1558-1500"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Professional Communication","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5078644262","display_name":"Kim Sydow Campbell","orcid":"https://orcid.org/0000-0002-1066-9184"},"institutions":[{"id":"https://openalex.org/I123534392","display_name":"University of North Texas","ror":"https://ror.org/00v97ad02","country_code":"US","type":"education","lineage":["https://openalex.org/I123534392"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Kim Sydow Campbell","raw_affiliation_strings":["Department of Technical Communication, University of North Texas, Denton, TX, USA"],"raw_orcid":"https://orcid.org/0000-0002-1066-9184","affiliations":[{"raw_affiliation_string":"Department of Technical Communication, University of North Texas, Denton, TX, USA","institution_ids":["https://openalex.org/I123534392"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5057041377","display_name":"Jefrey S. Naidoo","orcid":"https://orcid.org/0000-0003-2583-731X"},"institutions":[{"id":"https://openalex.org/I17301866","display_name":"University of Alabama","ror":"https://ror.org/03xrrjk67","country_code":"US","type":"education","lineage":["https://openalex.org/I17301866"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jefrey S. Naidoo","raw_affiliation_strings":["Culverhouse College of Business, University of Alabama, Tuscaloosa, AL, USA"],"raw_orcid":"https://orcid.org/0000-0003-2583-731X","affiliations":[{"raw_affiliation_string":"Culverhouse College of Business, University of Alabama, Tuscaloosa, AL, USA","institution_ids":["https://openalex.org/I17301866"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5103143956","display_name":"Sean Campbell","orcid":"https://orcid.org/0000-0003-1402-2422"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sean M. Campbell","raw_affiliation_strings":["an international technology consulting company, Dallas, TX, USA"],"raw_orcid":"https://orcid.org/0000-0003-1402-2422","affiliations":[{"raw_affiliation_string":"an international technology consulting company, Dallas, TX, USA","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5078644262"],"corresponding_institution_ids":["https://openalex.org/I123534392"],"apc_list":null,"apc_paid":null,"fwci":2.1855,"has_fulltext":false,"cited_by_count":10,"citation_normalized_percentile":{"value":0.90558422,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"63","issue":"1","first_page":"21","last_page":"38"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"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":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"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/T13155","display_name":"Digital Communication and Language","score":0.9918000102043152,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.9898999929428101,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/white","display_name":"White (mutation)","score":0.6005190014839172},{"id":"https://openalex.org/keywords/white-paper","display_name":"White paper","score":0.5219002366065979},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.47636672854423523},{"id":"https://openalex.org/keywords/value","display_name":"Value (mathematics)","score":0.4500579535961151},{"id":"https://openalex.org/keywords/content-analysis","display_name":"Content analysis","score":0.42765742540359497},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.39415860176086426},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3591918349266052},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.3149126172065735},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.2598615884780884},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.1164042055606842},{"id":"https://openalex.org/keywords/social-science","display_name":"Social science","score":0.1020498275756836}],"concepts":[{"id":"https://openalex.org/C56273599","wikidata":"https://www.wikidata.org/wiki/Q3122841","display_name":"White (mutation)","level":3,"score":0.6005190014839172},{"id":"https://openalex.org/C2778605646","wikidata":"https://www.wikidata.org/wiki/Q223729","display_name":"White paper","level":2,"score":0.5219002366065979},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.47636672854423523},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4500579535961151},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.42765742540359497},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.39415860176086426},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3591918349266052},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3149126172065735},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2598615884780884},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1164042055606842},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.1020498275756836},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C104317684","wikidata":"https://www.wikidata.org/wiki/Q7187","display_name":"Gene","level":2,"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/C55493867","wikidata":"https://www.wikidata.org/wiki/Q7094","display_name":"Biochemistry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/tpc.2019.2961000","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tpc.2019.2961000","pdf_url":null,"source":{"id":"https://openalex.org/S90277605","display_name":"IEEE Transactions on Professional Communication","issn_l":"0361-1434","issn":["0361-1434","1558-1500"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Professional Communication","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":27,"referenced_works":["https://openalex.org/W75460944","https://openalex.org/W204517355","https://openalex.org/W205310782","https://openalex.org/W1114177902","https://openalex.org/W1524616492","https://openalex.org/W1564871209","https://openalex.org/W1598531632","https://openalex.org/W1885814720","https://openalex.org/W1997891361","https://openalex.org/W2009488092","https://openalex.org/W2009787706","https://openalex.org/W2010514415","https://openalex.org/W2012801450","https://openalex.org/W2036929753","https://openalex.org/W2071690962","https://openalex.org/W2084983719","https://openalex.org/W2135920496","https://openalex.org/W2140910804","https://openalex.org/W2153602169","https://openalex.org/W2158361195","https://openalex.org/W2289361548","https://openalex.org/W2327727836","https://openalex.org/W2519674024","https://openalex.org/W2783725549","https://openalex.org/W6603088822","https://openalex.org/W6608331887","https://openalex.org/W6635657978"],"related_works":["https://openalex.org/W2026720935","https://openalex.org/W2039483111","https://openalex.org/W2184303792","https://openalex.org/W616705313","https://openalex.org/W2171811465","https://openalex.org/W1985490921","https://openalex.org/W4386235169","https://openalex.org/W2492325008","https://openalex.org/W2120580112","https://openalex.org/W1819736488"],"abstract_inverted_index":{"Background:":[0],"Although":[1],"some":[2],"have":[3,56],"noted":[4],"that":[5,204],"combining":[6],"technical":[7,13,46],"and":[8,47,52,80,98,125,128,153,194,200,218,227],"marketing":[9,48,54,202],"content":[10,20],"is":[11],"precarious,":[12],"communication":[14],"professionals":[15],"are":[16,101],"increasingly":[17],"involved":[18],"in":[19,103,123,143],"marketing,":[21],"which":[22],"includes":[23],"the":[24,43,67,144,151,157,164,177,189],"creation":[25],"of":[26,45,61,69,89,96,117,136,140,180,191],"white":[27,36,104,121,210],"papers.":[28],"Literature":[29],"review:":[30],"The":[31],"little":[32],"existing":[33],"literature":[34],"on":[35,74],"papers":[37,122],"provides":[38],"conflicting":[39],"guidance":[40,64],"about":[41,71,138],"managing":[42],"combination":[44],"content.":[49],"Both":[50],"soft-sell":[51,99,174,178],"hard-sell":[53,168],"approaches":[55],"been":[57],"recommended.":[58],"One":[59],"source":[60],"such":[62],"inconsistent":[63],"may":[65],"be":[66,213],"lack":[68],"agreement":[70],"definitions.":[72],"Research":[73,92,106],"print":[75],"advertisements":[76],"has":[77],"described":[78],"hard":[79,97,193],"soft":[81,195],"selling":[82,196],"as":[83,120,197],"multidimensional":[84],"rather":[85],"than":[86,173],"binary":[87],"aspects":[88],"persuasive":[90,141],"appeals.":[91],"question:":[93],"Which":[94],"dimensions":[95,139,158,169],"appeals":[100,142,203],"predominant":[102],"papers?":[105],"methodology:":[107],"To":[108],"complete":[109,133],"our":[110],"descriptive":[111],"study,":[112],"we":[113],"collected":[114],"a":[115,134,208],"corpus":[116],"documents":[118],"labeled":[119],"TechRepublic,":[124],"then":[126],"selected":[127],"trained":[129],"three":[130],"raters":[131],"to":[132,159,212],"series":[135],"judgments":[137],"corpus.":[145,165],"We":[146],"aggregated":[147],"those":[148],"ratings,":[149],"calculating":[150],"mean":[152],"standard":[154],"deviation":[155],"for":[156,206],"describe":[160],"their":[161],"distribution":[162],"across":[163],"Results/discussion:":[166],"Overall,":[167],"were":[170],"more":[171],"prevalent":[172],"dimensions.":[175],"However,":[176],"category":[179],"\u201cimplicitness\u201d":[181],"was":[182],"also":[183],"dominant.":[184],"Conclusion:":[185],"Our":[186],"results":[187],"demonstrate":[188],"value":[190],"treating":[192],"multidimensional,":[198],"complementary,":[199],"combinatory":[201],"allow,":[205],"example,":[207],"single":[209],"paper":[211],"both":[214,223],"\u201csubjective\u201d":[215],"(soft":[216,225],"sell),":[217,221],"\u201cprecise\u201d":[219],"(hard":[220,229],"or":[222],"\u201ccreative\u201d":[224],"sell)":[226],"\u201cinformative\u201d":[228],"sell).":[230]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1}],"updated_date":"2026-03-27T05:58:40.876381","created_date":"2025-10-10T00:00:00"}