{"id":"https://openalex.org/W2009997787","doi":"https://doi.org/10.1145/2379057.2379079","title":"Understanding social media advertising in higher ed","display_name":"Understanding social media advertising in higher ed","publication_year":2012,"publication_date":"2012-10-03","ids":{"openalex":"https://openalex.org/W2009997787","doi":"https://doi.org/10.1145/2379057.2379079","mag":"2009997787"},"language":"en","primary_location":{"id":"doi:10.1145/2379057.2379079","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2379057.2379079","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 30th ACM international conference on Design of communication","raw_type":"proceedings-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/A5103968099","display_name":"Laura A. Palmer","orcid":null},"institutions":[{"id":"https://openalex.org/I206426949","display_name":"Southern Polytechnic State University","ror":"https://ror.org/00cckeg37","country_code":"US","type":"education","lineage":["https://openalex.org/I206426949"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Laura A. Palmer","raw_affiliation_strings":["Southern Polytechnic State University, Marietta, GA, USA"],"affiliations":[{"raw_affiliation_string":"Southern Polytechnic State University, Marietta, GA, USA","institution_ids":["https://openalex.org/I206426949"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5103968099"],"corresponding_institution_ids":["https://openalex.org/I206426949"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":5,"citation_normalized_percentile":{"value":0.19813999,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":94},"biblio":{"volume":null,"issue":null,"first_page":"115","last_page":"120"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10355","display_name":"Impact of Technology on Adolescents","score":0.9969000220298767,"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/T10355","display_name":"Impact of Technology on Adolescents","score":0.9969000220298767,"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/T12863","display_name":"Web and Library Services","score":0.9904000163078308,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"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/T10609","display_name":"Digital Marketing and Social Media","score":0.9817000031471252,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.7067978978157043},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.6902961134910583},{"id":"https://openalex.org/keywords/software-deployment","display_name":"Software deployment","score":0.6737210154533386},{"id":"https://openalex.org/keywords/promotion","display_name":"Promotion (chess)","score":0.6339769959449768},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.6141219139099121},{"id":"https://openalex.org/keywords/advertising-research","display_name":"Advertising research","score":0.5573235154151917},{"id":"https://openalex.org/keywords/advertising-campaign","display_name":"Advertising campaign","score":0.5098151564598083},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.49157318472862244},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"Social media marketing","score":0.47217077016830444},{"id":"https://openalex.org/keywords/social-media-optimization","display_name":"Social media optimization","score":0.444147527217865},{"id":"https://openalex.org/keywords/plan","display_name":"Plan (archaeology)","score":0.4301375448703766},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.36863741278648376},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.308746874332428},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.16949084401130676},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.16350165009498596}],"concepts":[{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.7067978978157043},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.6902961134910583},{"id":"https://openalex.org/C105339364","wikidata":"https://www.wikidata.org/wiki/Q2297740","display_name":"Software deployment","level":2,"score":0.6737210154533386},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.6339769959449768},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6141219139099121},{"id":"https://openalex.org/C12718992","wikidata":"https://www.wikidata.org/wiki/Q4686766","display_name":"Advertising research","level":2,"score":0.5573235154151917},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.5098151564598083},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.49157318472862244},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.47217077016830444},{"id":"https://openalex.org/C60136833","wikidata":"https://www.wikidata.org/wiki/Q1071262","display_name":"Social media optimization","level":3,"score":0.444147527217865},{"id":"https://openalex.org/C2776505523","wikidata":"https://www.wikidata.org/wiki/Q4785468","display_name":"Plan (archaeology)","level":2,"score":0.4301375448703766},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36863741278648376},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.308746874332428},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.16949084401130676},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.16350165009498596},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"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/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","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":1,"locations":[{"id":"doi:10.1145/2379057.2379079","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2379057.2379079","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 30th ACM international conference on Design of communication","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":5,"referenced_works":["https://openalex.org/W61731706","https://openalex.org/W2011645439","https://openalex.org/W2095435519","https://openalex.org/W2130141343","https://openalex.org/W4200045968"],"related_works":["https://openalex.org/W575428296","https://openalex.org/W2939986500","https://openalex.org/W2537754483","https://openalex.org/W1152372548","https://openalex.org/W2083944315","https://openalex.org/W4310095208","https://openalex.org/W4283714772","https://openalex.org/W3130641278","https://openalex.org/W2075361192","https://openalex.org/W3042439836"],"abstract_inverted_index":{"This":[0],"paper":[1],"describes":[2],"how":[3],"a":[4,12,17,37,61],"small":[5],"academic":[6],"program":[7],"used":[8],"social":[9,62],"media":[10],"marketing--specifically,":[11],"Facebook":[13,18,33],"advertising":[14,73],"campaign":[15],"and":[16,30,41,56,74],"page":[19],"to":[20,51,82],"attract":[21],"prospective":[22],"students.":[23],"From":[24],"the":[25,28,52,54,69,71,83],"results":[26],"obtained,":[27],"design":[29],"deployment":[31],"of":[32,36],"as":[34],"part":[35],"strategic":[38],"departmental":[39],"communication":[40],"marketing":[42],"plan":[43],"requires":[44],"more":[45],"study.":[46],"While":[47],"advertisements":[48],"brought":[49],"users":[50],"page,":[53],"conversations":[55],"engagement":[57],"typically":[58],"expected":[59],"in":[60,77],"network":[63],"site":[64],"did":[65],"not":[66],"materialize.":[67],"In":[68],"end,":[70],"online":[72],"promotion":[75],"resulted":[76],"no":[78],"new":[79],"student":[80],"applications":[81],"graduate":[84],"program.":[85]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
