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Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing
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Author(s): David Bowie (Oxford School of Hospitality Management, Oxford Brookes University, Oxford, UK), Alexandros Paraskevas (LHST, University of West London, London, UK)and Anastasia Mariussen (Oslo School of Management, Oslo, Norway)
Copyright: 2014
Volume: 4
Issue: 4
Pages: 16
Source title:
International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 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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