Publication Information

{'id': 'https://openalex.org/W4242311056', 'doi': 'https://doi.org/10.5937/civitas2001052n', 'title': 'Digital marketing', 'display_name': 'Digital marketing', 'publication_year': 2020, 'publication_date': '2020-01-01', 'ids': {'openalex': 'https://openalex.org/W4242311056', 'doi': 'https://doi.org/10.5937/civitas2001052n'}, 'language': 'en', 'primary_location': {'is_oa': True, 'landing_page_url': 'https://doi.org/10.5937/civitas2001052n', 'pdf_url': 'https://scindeks-clanci.ceon.rs/data/pdf/2217-4958/2020/2217-49582001052N.pdf', 'source': {'id': 'https://openalex.org/S4210210588', 'display_name': 'Civitas (Novi Sad)', 'issn_l': '2217-4958', 'issn': ['2217-4958', '2466-5363'], 'is_oa': True, 'is_in_doaj': False, 'is_core': False, 'host_organization': None, 'host_organization_name': None, 'host_organization_lineage': [], 'host_organization_lineage_names': [], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': 'publishedVersion', 'is_accepted': True, 'is_published': True}, 'type': 'article', 'type_crossref': 'journal-article', 'indexed_in': ['crossref'], 'open_access': {'is_oa': True, 'oa_status': 'gold', 'oa_url': 'https://scindeks-clanci.ceon.rs/data/pdf/2217-4958/2020/2217-49582001052N.pdf', 'any_repository_has_fulltext': False}, 'authorships': [{'author_position': 'first', 'author': {'id': 'https://openalex.org/A5076361923', 'display_name': 'Vladimir Njegomir', 'orcid': 'https://orcid.org/0000-0003-0148-6906'}, 'institutions': [{'id': 'https://openalex.org/I170726198', 'display_name': 'University of Novi Sad', 'ror': 'https://ror.org/00xa57a59', 'country_code': 'RS', 'type': 'education', 'lineage': ['https://openalex.org/I170726198']}], 'countries': ['RS'], 'is_corresponding': True, 'raw_author_name': 'Vladimir Njegomir', 'raw_affiliation_strings': ['Associate professor, Faculty of Law and Business Studies dr Lazar Vrkatić, Bul. oslobođenja 76, Novi Sad,'], 'affiliations': [{'raw_affiliation_string': 'Associate professor, Faculty of Law and Business Studies dr Lazar Vrkatić, Bul. oslobođenja 76, Novi Sad,', 'institution_ids': ['https://openalex.org/I170726198']}]}], 'institution_assertions': [], 'countries_distinct_count': 1, 'institutions_distinct_count': 1, 'corresponding_author_ids': ['https://openalex.org/A5076361923'], 'corresponding_institution_ids': ['https://openalex.org/I170726198'], 'apc_list': None, 'apc_paid': None, 'fwci': 2.813, 'has_fulltext': True, 'fulltext_origin': 'pdf', 'cited_by_count': 11, 'citation_normalized_percentile': {'value': 0.933015, 'is_in_top_1_percent': False, 'is_in_top_10_percent': True}, 'cited_by_percentile_year': {'min': 87, 'max': 88}, 'biblio': {'volume': '10', 'issue': '1', 'first_page': '52', 'last_page': '71'}, 'is_retracted': False, 'is_paratext': False, 'primary_topic': {'id': 'https://openalex.org/T10609', 'display_name': 'Digital Marketing and Social Media', 'score': 0.9938, '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': 0.9938, '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/T10058', 'display_name': 'Entrepreneurship Studies and Influences', 'score': 0.9771, 'subfield': {'id': 'https://openalex.org/subfields/1405', 'display_name': 'Management of Technology and Innovation'}, '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/T10068', 'display_name': 'Technology Adoption and User Behaviour', 'score': 0.9578, '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': [], 'concepts': [{'id': 'https://openalex.org/C98495876', 'wikidata': 'https://www.wikidata.org/wiki/Q1323528', 'display_name': 'Digital marketing', 'level': 2, 'score': 0.8180914}, {'id': 'https://openalex.org/C162853370', 'wikidata': 'https://www.wikidata.org/wiki/Q39809', 'display_name': 'Marketing', 'level': 1, 'score': 0.74714816}, {'id': 'https://openalex.org/C39453970', 'wikidata': 'https://www.wikidata.org/wiki/Q7317267', 'display_name': 'Return on marketing investment', 'level': 3, 'score': 0.7074116}, {'id': 'https://openalex.org/C48891531', 'wikidata': 'https://www.wikidata.org/wiki/Q1141436', 'display_name': 'Marketing research', 'level': 2, 'score': 0.70247465}, {'id': 'https://openalex.org/C144133560', 'wikidata': 'https://www.wikidata.org/wiki/Q4830453', 'display_name': 'Business', 'level': 0, 'score': 0.68378955}, {'id': 'https://openalex.org/C192975520', 'wikidata': 'https://www.wikidata.org/wiki/Q1143466', 'display_name': 'Marketing management', 'level': 2, 'score': 0.6689749}, {'id': 'https://openalex.org/C93032411', 'wikidata': 'https://www.wikidata.org/wiki/Q1363963', 'display_name': 'Marketing strategy', 'level': 2, 'score': 0.6376077}, {'id': 'https://openalex.org/C146937435', 'wikidata': 'https://www.wikidata.org/wiki/Q4025911', 'display_name': 'Marketing effectiveness', 'level': 4, 'score': 0.5920073}, {'id': 'https://openalex.org/C98716237', 'wikidata': 'https://www.wikidata.org/wiki/Q193959', 'display_name': 'Marketing mix', 'level': 2, 'score': 0.5152357}, {'id': 'https://openalex.org/C127107974', 'wikidata': 'https://www.wikidata.org/wiki/Q350884', 'display_name': 'Business marketing', 'level': 3, 'score': 0.45014316}, {'id': 'https://openalex.org/C15306905', 'wikidata': 'https://www.wikidata.org/wiki/Q6770925', 'display_name': 'Marketing science', 'level': 4, 'score': 0.4116686}, {'id': 'https://openalex.org/C54649085', 'wikidata': 'https://www.wikidata.org/wiki/Q574424', 'display_name': 'Relationship marketing', 'level': 3, 'score': 0.38212323}], 'mesh': [], 'locations_count': 1, 'locations': [{'is_oa': True, 'landing_page_url': 'https://doi.org/10.5937/civitas2001052n', 'pdf_url': 'https://scindeks-clanci.ceon.rs/data/pdf/2217-4958/2020/2217-49582001052N.pdf', 'source': {'id': 'https://openalex.org/S4210210588', 'display_name': 'Civitas (Novi Sad)', 'issn_l': '2217-4958', 'issn': ['2217-4958', '2466-5363'], 'is_oa': True, 'is_in_doaj': False, 'is_core': False, 'host_organization': None, 'host_organization_name': None, 'host_organization_lineage': [], 'host_organization_lineage_names': [], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': 'publishedVersion', 'is_accepted': True, 'is_published': True}], 'best_oa_location': {'is_oa': True, 'landing_page_url': 'https://doi.org/10.5937/civitas2001052n', 'pdf_url': 'https://scindeks-clanci.ceon.rs/data/pdf/2217-4958/2020/2217-49582001052N.pdf', 'source': {'id': 'https://openalex.org/S4210210588', 'display_name': 'Civitas (Novi Sad)', 'issn_l': '2217-4958', 'issn': ['2217-4958', '2466-5363'], 'is_oa': True, 'is_in_doaj': False, 'is_core': False, 'host_organization': None, 'host_organization_name': None, 'host_organization_lineage': [], 'host_organization_lineage_names': [], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': 'publishedVersion', 'is_accepted': True, 'is_published': True}, 'sustainable_development_goals': [{'id': 'https://metadata.un.org/sdg/8', 'display_name': 'Decent work and economic growth', 'score': 0.63}], 'grants': [], 'datasets': [], 'versions': [], 'referenced_works_count': 8, 'referenced_works': ['https://openalex.org/W2025004244', 'https://openalex.org/W2026234323', 'https://openalex.org/W2912380945', 'https://openalex.org/W3124911831', 'https://openalex.org/W3125274876', 'https://openalex.org/W3180989014', 'https://openalex.org/W4206216664', 'https://openalex.org/W4206319916'], 'related_works': ['https://openalex.org/W583681246', 'https://openalex.org/W4388185474', 'https://openalex.org/W3212396969', 'https://openalex.org/W3095196635', 'https://openalex.org/W3032227323', 'https://openalex.org/W2773497857', 'https://openalex.org/W2078882057', 'https://openalex.org/W2029794145', 'https://openalex.org/W2016039781', 'https://openalex.org/W1998423358'], 'abstract_inverted_index': {'Marketing': [0], 'allows': [1], 'entrepreneurs': [2], 'to': [3, 10, 15, 45, 84], 'position': [4], 'themselves': [5], 'successfully': [6], 'in': [7, 58, 62], 'consumer': [8, 17], 'awareness,': [9], 'be': [11], 'successful': [12], 'competitors,': [13], 'and': [14, 36, 52, 98, 129], 'satisfy': [16], 'demands': [18], 'profitably.': [19], 'Entrepreneurs': [20], 'can': [21], 'use': [22], 'several': [23], 'marketing': [24, 51, 57, 107, 121], 'strategies,': [25], 'such': [26], 'as': [27], 'relationship': [28], 'marketing,': [29, 31, 33, 35, 92], 'expedition': [30], 'one-toone': [32], 'real-time': [34], 'digital': [37, 50, 56, 89], 'marketing.': [38, 79, 100], 'The': [39, 101], 'aim': [40], 'of': [41, 49, 55, 65, 78, 88, 111, 118, 135], 'the': [42, 47, 63, 75, 96, 136], 'paper': [43], 'is': [44, 104], 'discuss': [46], 'advantages': [48], 'certain': [53], 'forms': [54, 87], 'achieving': [59], 'entrepreneurial': [60, 106], 'goals': [61], 'light': [64], 'limited': [66], 'financial': [67, 116, 126], 'resources.': [68], 'In': [69], 'this': [70], 'paper,': [71], 'we': [72, 81], 'will': [73, 82], 'analyze': [74], 'developmental': [76], 'stages': [77], 'Then': [80], 'point': [83], 'three': [85], 'critical': [86], 'marketing:': [90], 'online': [91], 'social': [93], 'networking': [94], 'on': [95], 'Internet,': [97], 'mobile': [99], 'main': [102], 'conclusion': [103], 'that': [105], 'has': [108], 'a': [109], 'number': [110], 'specific': [112], 'features': [113], 'arising': [114], 'from': [115], 'limitations': [117], 'financial.': [119], 'Digital': [120], 'does': [122], 'not': [123], 'require': [124], 'significant': [125], 'resources': [127], 'allocation': [128], 'therefore': [130], 'represents': [131], 'an': [132], 'indispensable': [133], 'component': [134], "entrepreneurs'": [137], 'market': [138], 'orientation.': [139]}, 'cited_by_api_url': 'https://api.openalex.org/works?filter=cites:W4242311056', 'counts_by_year': [{'year': 2024, 'cited_by_count': 2}, {'year': 2023, 'cited_by_count': 4}, {'year': 2022, 'cited_by_count': 3}, {'year': 2021, 'cited_by_count': 2}], 'updated_date': '2024-12-13T07:41:13.201942', 'created_date': '2022-05-12'}