{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,23]],"date-time":"2025-11-23T06:08:08Z","timestamp":1763878088421},"reference-count":0,"publisher":"IGI Global","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,10,1]]},"abstract":"<p>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.<\/p>","DOI":"10.4018\/ijom.2014100101","type":"journal-article","created":{"date-parts":[[2015,4,23]],"date-time":"2015-04-23T22:13:00Z","timestamp":1429827180000},"page":"1-16","source":"Crossref","is-referenced-by-count":3,"title":["Technology-Driven Online Marketing Performance Measurement"],"prefix":"10.4018","volume":"4","author":[{"given":"David","family":"Bowie","sequence":"first","affiliation":[{"name":"Oxford School of Hospitality Management, Oxford Brookes University, Oxford, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Alexandros","family":"Paraskevas","sequence":"additional","affiliation":[{"name":"LHST, University of West London, London, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Anastasia","family":"Mariussen","sequence":"additional","affiliation":[{"name":"Oslo School of Management, Oslo, Norway"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","container-title":["International Journal of Online Marketing"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=127058","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,2]],"date-time":"2022-06-02T03:36:59Z","timestamp":1654141019000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJOM.2014100101"}},"subtitle":["Lessons from Affiliate Marketing"],"short-title":[],"issued":{"date-parts":[[2014,10,1]]},"references-count":0,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2014,10]]}},"URL":"https:\/\/doi.org\/10.4018\/ijom.2014100101","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"value":"2156-1753","type":"print"},{"value":"2156-1745","type":"electronic"}],"subject":[],"published":{"date-parts":[[2014,10,1]]}}}