{"id":"https://openalex.org/W4411549795","doi":"https://doi.org/10.1145/3701716.3717865","title":"Are Copywriters the Best Humans for the Job? The Case of Health-Related Ads","display_name":"Are Copywriters the Best Humans for the Job? The Case of Health-Related Ads","publication_year":2025,"publication_date":"2025-05-08","ids":{"openalex":"https://openalex.org/W4411549795","doi":"https://doi.org/10.1145/3701716.3717865"},"language":"en","primary_location":{"id":"doi:10.1145/3701716.3717865","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3717865","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3717865","source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3717865","any_repository_has_fulltext":null},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5036595355","display_name":"Liat Levontin","orcid":"https://orcid.org/0000-0001-9692-4555"},"institutions":[{"id":"https://openalex.org/I174306211","display_name":"Technion \u2013 Israel Institute of Technology","ror":"https://ror.org/03qryx823","country_code":"IL","type":"education","lineage":["https://openalex.org/I174306211"]}],"countries":["IL"],"is_corresponding":true,"raw_author_name":"Liat Levontin","raw_affiliation_strings":["Technion, Israel Institute of Technology, Haifa, Israel"],"affiliations":[{"raw_affiliation_string":"Technion, Israel Institute of Technology, Haifa, Israel","institution_ids":["https://openalex.org/I174306211"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5076300627","display_name":"Baillie Shuster","orcid":"https://orcid.org/0000-0003-1578-1770"},"institutions":[{"id":"https://openalex.org/I4210093787","display_name":"Herzliya Medical Center","ror":"https://ror.org/00m6hsp80","country_code":"IL","type":"healthcare","lineage":["https://openalex.org/I4210093787"]}],"countries":["IL"],"is_corresponding":false,"raw_author_name":"Baillie Shuster","raw_affiliation_strings":["Reichman University, Herzliya, Israel"],"affiliations":[{"raw_affiliation_string":"Reichman University, Herzliya, Israel","institution_ids":["https://openalex.org/I4210093787"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5009670109","display_name":"Elad Yom\u2010Tov","orcid":"https://orcid.org/0000-0002-2380-4584"},"institutions":[{"id":"https://openalex.org/I13955877","display_name":"Bar-Ilan University","ror":"https://ror.org/03kgsv495","country_code":"IL","type":"education","lineage":["https://openalex.org/I13955877"]}],"countries":["IL"],"is_corresponding":false,"raw_author_name":"Elad Yom-Tov","raw_affiliation_strings":["Bar-Ilan University, Ramat Gan, Israel"],"affiliations":[{"raw_affiliation_string":"Bar-Ilan University, Ramat Gan, Israel","institution_ids":["https://openalex.org/I13955877"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5026215174","display_name":"Brit Youngmann","orcid":"https://orcid.org/0000-0002-0031-5550"},"institutions":[{"id":"https://openalex.org/I174306211","display_name":"Technion \u2013 Israel Institute of Technology","ror":"https://ror.org/03qryx823","country_code":"IL","type":"education","lineage":["https://openalex.org/I174306211"]}],"countries":["IL"],"is_corresponding":false,"raw_author_name":"Brit Youngmann","raw_affiliation_strings":["Technion, Israel Institute of Technology, Haifa, Israel"],"affiliations":[{"raw_affiliation_string":"Technion, Israel Institute of Technology, Haifa, Israel","institution_ids":["https://openalex.org/I174306211"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":["https://openalex.org/A5036595355"],"corresponding_institution_ids":["https://openalex.org/I174306211"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.19731031,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"2732","last_page":"2735"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12415","display_name":"Employer Branding and e-HRM","score":0.9918000102043152,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource 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"}},"topics":[{"id":"https://openalex.org/T12415","display_name":"Employer Branding and e-HRM","score":0.9918000102043152,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource 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"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9907000064849854,"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/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9846000075340271,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5092079043388367}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5092079043388367}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3701716.3717865","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3717865","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3717865","source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.1145/3701716.3717865","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3717865","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3717865","source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4411549795.pdf","grobid_xml":"https://content.openalex.org/works/W4411549795.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W1986978101","https://openalex.org/W2014423523","https://openalex.org/W2157392583","https://openalex.org/W2550974057","https://openalex.org/W2788700342","https://openalex.org/W2997546679","https://openalex.org/W3154629988","https://openalex.org/W3163805553"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W4391913857","https://openalex.org/W2358668433","https://openalex.org/W4396701345","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W4396696052"],"abstract_inverted_index":{"Health":[0],"authorities":[1],"who":[2],"wish":[3],"to":[4,12,28,162],"design":[5],"a":[6,49,102,130],"health-promoting":[7],"advertising":[8],"campaign":[9,64],"would":[10],"like":[11],"create":[13],"high":[14],"quality,":[15],"trustworthy":[16],"ads":[17,27,63,71,99,139,147,165],"that":[18,87,123,135,157,166],"cause":[19],"behavior":[20],"change.":[21],"Here":[22],"we":[23,58,133],"compare":[24],"human":[25],"copywriters'":[26],"those":[29,173],"created":[30,100],"by":[31,101,106,110,141],"other":[32,149],"methods":[33],"with":[34,69],"different":[35],"levels":[36],"of":[37,48,98,114,124,174],"expertise":[38],"and":[39,46,75,152],"trustworthiness,":[40],"including":[41],"Large":[42,103],"Language":[43,104],"Models,":[44],"non-specialists,":[45],"students":[47],"marketing":[50,107,117],"class":[51],"(with":[52],"some":[53],"expertise).":[54],"To":[55],"do":[56],"so,":[57],"ran":[59],"an":[60],"online":[61],"search":[62],"for":[65],"10":[66],"health":[67,138,164],"topics":[68],"142":[70],"from":[72,148],"five":[73],"sources":[74,150],"measured":[76],"ad":[77,119],"performance":[78],"through":[79,129],"the":[80,88,96,115,125],"Click-through":[81],"rate":[82],"(CTR).":[83],"Our":[84],"results":[85,155],"show":[86,134],"copywriter":[89,126],"ads'":[90],"CTR":[91,97,113],"was":[92,120],"no":[93],"better":[94],"than":[95,122,146],"Model,":[105],"students,":[108],"or":[109],"nonspecialists.":[111],"The":[112],"best":[116],"student's":[118],"higher":[121],"ad.":[127],"Interestingly,":[128],"crowdsourcing":[131],"experiment,":[132],"consumers":[136],"judge":[137],"written":[140],"copywriters":[142],"as":[143,170,172],"more":[144],"persuasive":[145],"(algorithm":[151],"users).":[153],"These":[154],"suggest":[156],"algorithms":[158],"can":[159],"be":[160],"trained":[161],"write":[163],"are,":[167],"in":[168],"practice,":[169],"good":[171],"copywriters.":[175]},"counts_by_year":[],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
