Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing

被引：3

作者：

Bowie, David ^{[1
]}

Paraskevas, Alexandros ^{[2
]}

Mariussen, Anastasia ^{[3
]}

机构：

[1] Oxford Brookes Univ, Oxford Sch Hospitality Management, Oxford, England

[2] Univ West London, LHST, London, England

[3] Oslo Sch Management, Oslo, Norway

来源：

INTERNATIONAL JOURNAL OF ONLINE MARKETING | 2014年 / 4卷 / 04期

关键词：

Affiliate Marketing; Grounded Theory; Marketing Measurement; Marketing Measurement Practices; Marketing Performance; Online Marketing; Performance Measurement Limitations;

D O I：

10.4018/IJOM.2014100101

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：1 / 16

页数：16

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