Technology-driven online marketing performance measurement: lessons from affiliate marketing

Bowie, David, Paraskevas, Alexandros ORCID: and Mariussen, Anastasia (2014) Technology-driven online marketing performance measurement: lessons from affiliate marketing. International Journal of Online Marketing, 4 (4). pp. 1-16. ISSN 2156-1753

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Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers.

Item Type: Article
Identifier: 10.4018/IJOM.2014100101
Keywords: Online marketing, Marketing performance, Marketing measurement, Affiliate marketing, Performance measurement limitations, Marketing measurement practices, Grounded theory
Subjects: Hospitality and tourism
Business and finance
Depositing User: Alexandros Paraskevas
Date Deposited: 13 Jun 2016 10:03
Last Modified: 28 Aug 2021 07:21


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