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

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

David Bowie, Alexandros Paraskevas, Anastasia Mariussen
Copyright: © 2014 |Volume: 4 |Issue: 4 |Pages: 16
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781466655966|DOI: 10.4018/IJOM.2014100101
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MLA

Bowie, David, et al. "Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing." IJOM vol.4, no.4 2014: pp.1-16. http://doi.org/10.4018/IJOM.2014100101

APA

Bowie, D., Paraskevas, A., & Mariussen, A. (2014). Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing. International Journal of Online Marketing (IJOM), 4(4), 1-16. http://doi.org/10.4018/IJOM.2014100101

Chicago

Bowie, David, Alexandros Paraskevas, and Anastasia Mariussen. "Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing," International Journal of Online Marketing (IJOM) 4, no.4: 1-16. http://doi.org/10.4018/IJOM.2014100101

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Abstract

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.

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