Performance, Metrics, and Value: A Systematic Literature Review on Measurement in Digital Marketing
References
- Angus, D., Hayden, L., Obeid, A.K., Tan, X.Y., Carah, N., Burgess, J., Parker, C., Andrejevic, M., Fordyce, R., Cellard, L., Bagnara, J., 2024. Computational Methods for Improving the Observability of Platform-Based Advertising. J. Advert. 53, 661–680. https://doi.org/10.1080/00913367.2024.2394156
- Araujo, T., Copulsky, J.R., Hayes, J.L., Kim, S.J., Srivastava, J., 2020. From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape. J. Advert. 49, 428–445. https://doi.org/10.1080/00913367.2020.1795756
- Bălan, C., 2020. How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review. Sustainability 13, 96. https://doi.org/10.3390/su13010096
- Banerjee, S., Pal, A., 2023. I hate ads but not the advertised brands: a qualitative study on Internet users’ lived experiences with YouTube ads. Internet Res. 33, 39–56. https://doi.org/10.1108/INTR-06-2021-0377
- Beuckels, E., Hudders, L., Cauberghe, V., Bombeke, K., Durnez, W., Morton, J., 2021. To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context. J. Advert. 50, 461–478. https://doi.org/10.1080/00913367.2020.1870053
- Bucher, T., Helmond, A., 2018. The Affordances of Social Media Platforms, in: The SAGE Handbook of Social Media. SAGE Publications Ltd, 1 Oliver’s Yard, 55 City Road London EC1Y 1SP, pp. 233–253. https://doi.org/10.4135/9781473984066.n14
- Callejo, P., Cuevas, Á., Cuevas, R., Esteban-Bravo, M., Vidal-Sanz, J.M., 2020. Tracking Fraudulent and Low-Quality Display Impressions. J. Advert. 49, 309–319. https://doi.org/10.1080/00913367.2020.1749914
- De Keyzer, F., Dens, N., De Pelsmacker, P., 2022. How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention. J. Advert. 51, 39–56. https://doi.org/10.1080/00913367.2021.1888339
- Erdmann, A., Ponzoa, J.M., 2021. Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA. Technol. Forecast. Soc. Change 162, 120373. https://doi.org/10.1016/j.techfore.2020.120373
- Farris, P., n.d. Praise for Marketing Metrics.
- Fink, A., 2014. Conducting research literature reviews: from the internet to paper, Fourth edition. ed. SAGE, Los Angeles London; New Delhi Singapore Washington DC.
- Gong, M., Xu, M., 2025. Exploring the mechanisms of social network integration in driving user continuance in social games: a communication visibility perspective. Internet Res. 35, 2496–2516. https://doi.org/10.1108/INTR-03-2024-0524
- Gordon, B.R., Zettelmeyer, F., Bhargava, N., Chapsky, D., 2019. A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook. Mark. Sci. 38, 193–225. https://doi.org/10.1287/mksc.2018.1135
- Guo, L., Wilkinson, D., Namara, M., Patil, K., Knijnenburg, B.P., 2025. The OPAD-perception framework: measuring perceptions of online personalized advertising. Internet Res. 35, 2146–2188. https://doi.org/10.1108/INTR-01-2023-0078
- Huh, J., Nelson, M.R., Russell, C.A., 2023. ChatGPT, AI Advertising, and Advertising Research and Education. J. Advert. 52, 477–482. https://doi.org/10.1080/00913367.2023.2227013
- Karampournioti, E., Wiedmann, K.-P., 2022. Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Res. 32, 228–259. https://doi.org/10.1108/INTR-09-2019-0377
- Keusch, F., Bach, R., Cernat, A., 2023. Reactivity in measuring sensitive online behavior. Internet Res. 33, 1031–1052. https://doi.org/10.1108/INTR-01-2021-0053
- Lee, S., Kim, J., Read, G.L., Kim, S.-P., 2024. The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study. J. Advert. 53, 342–356. https://doi.org/10.1080/00913367.2023.2222782
- Liang, Z., Du, J., Hua, Y., 2025. The Impact of Digital Marketing Capability on Firm Performance: Empirical Evidence from Chinese Listed Manufacturing Firms. J. Theor. Appl. Electron. Commer. Res. 20, 236. https://doi.org/10.3390/jtaer20030236
- Lu, X., Inthawadee, S., Wang, W., Shinasharkey, T., n.d. The Technology Affordance for Enhancing Gen Zs’ Flow Experience, Satisfaction and Continuance Usage of TikTok in Thailand.
- Luo, P., Ngai, E.W.T., Li, Y., Tian, X., 2022. Effects of visit behavior on online store sales performance: personal computer (PC) versus mobile channels. Internet Res. 32, 728–767. https://doi.org/10.1108/INTR-11-2020-0655
- Malthouse, E.C., Maslowska, E., Strycharz, J., Block, M., Araujo, T., 2024. Data Quality Measures for Computational Research: Ensuring Informed Decisions with Emerging Data Sources. J. Advert. 53, 644–660. https://doi.org/10.1080/00913367.2024.2403609
- Mirhoseini, M., Léger, P.-M., Sénécal, S., 2025. Examining the use of multiple cognitive load measures in evaluating online shopping convenience: an EEG study. Internet Res. 35, 2445–2470. https://doi.org/10.1108/INTR-07-2022-0525
- Peters, K., Chen, Y., Kaplan, A.M., Ognibeni, B., Pauwels, K., 2013. Social Media Metrics — A Framework and Guidelines for Managing Social Media. J. Interact. Mark. 27, 281–298. https://doi.org/10.1016/j.intmar.2013.09.007
- Putri, N., Ainindhira, A., 2025. Beyond Descriptive Analytics: Predictive Models For Strategic Marketing Decisions. J. Manag. Inform. 4, 872–889. https://doi.org/10.51903/jmi.v4i2.165
- Singh, A., Biswas, A., n.d. Swipe now, reflect later: examining the magnitude of time urgency, interactivity, and cognitive fatigue on gamers’ impulsive in-app purchases. Internet Res.
- Smallwood, B., 2016. Resisting the Siren Call of Popular Digital Media Measures: Facebook Research Shows No Link Between Trendy online Metrics and Ad Effectiveness. J. Advert. Res. 56, 126–131. https://doi.org/10.2501/JAR-2016-025
- Srivastava, A., Nayak, B.K., 2025. Investigating the Effects of Technology Affordances with User Experience Level on How Short-Video Platforms Lead Users to Flow Experience, in: Chakrabarti, A., Singh, V., Onkar, P.S., Shahid, M. (Eds.), Responsible and Resilient Design for Society, Volume 6, Lecture Notes in Mechanical Engineering. Springer Nature Singapore, Singapore, pp. 1–15. https://doi.org/10.1007/978-981-96-5503-8_1
- Strycharz, J., Segijn, C.M., 2022. The Future of Dataveillance in Advertising Theory and Practice. J. Advert. 51, 574–591. https://doi.org/10.1080/00913367.2022.2109781
- Wedel, M., Kannan, P.K., 2016. Marketing Analytics for Data-Rich Environments. J. Mark. 80, 97–121. https://doi.org/10.1509/jm.15.0413
- Xiao, L., Li, X., Mou, J., 2024. Exploring user engagement behavior with short-form video advertising on short-form video platforms: a visual-audio perspective. Internet Res. https://doi.org/10.1108/INTR-07-2023-0521
- Xu, W., Sun, J., Li, M., 2022. Guest editorial: Interpretable AI-enabled online behavior analytics. Internet Res. 32, 401–405. https://doi.org/10.1108/INTR-04-2022-683
- Yun, J.T., Segijn, C.M., Pearson, S., Malthouse, E.C., Konstan, J.A., Shankar, V., 2020. Challenges and Future Directions of Computational Advertising Measurement Systems. J. Advert. 49, 446–458. https://doi.org/10.1080/00913367.2020.1795757
- Zhao, H., Wagner, C., 2024. Factors influencing TikTok-based user purchase intention: comparison between potential customers and repeat customers. Internet Res. 34, 1901– 1931. https://doi.org/10.1108/INTR-07-2022-0542
- Zhao, H., Wagner, C., 2023. How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators. Internet Res. 33, 820–849. https://doi.org/10.1108/INTR-08-2021-0595
DOI: https://doi.org/10.2478/picbe-2026-0274 | Journal eISSN: 2558-9652
Language: English
Page range: 3683 - 3698
Published on: Jul 22, 2026
Published by: Bucharest University of Economic Studies
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
Related subjects:
© 2026 Cosmin NASTASǍ, Luca-Dan CICEU, Ioana Corina MANOIU BURLAN, Oana Cristina MOGOȘ, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.