Digital Footprint and Firm Performance: Evidence from Organic and Paid Traffic; World; Vol. 7, iss. 1
| Parent link: | World.— .— Basel: MDPI AG Vol. 7, iss. 1.— 2026.— Article number 11, 21 p. |
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| Other Authors: | , , , , |
| Summary: | Title screen This study examines the influence of a firm’s digital footprint (organic and paid traffic) on its performance, assessing a sample of 151 Russian firms between 2017 and 2020. It shows a curvilinear association between a firm’s digital footprints (organic and paid) and its performance that varies across industries, moderated by the firm’s size and age. The study finds that organic and paid traffic have a diverse impact on firm performance. The impact of paid traffic is more complex and critical to understand. To gain full benefits from a digital footprint, firms need to innovate and utilize their resources strategically. The study findings are highly useful for other emerging markets that operate under a highly regulated, fragmented, and restricted environment Текстовый файл |
| Language: | English |
| Published: |
2026
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| Subjects: | |
| Online Access: | https://doi.org/10.3390/world7010011 |
| Format: | Electronic Book Chapter |
| KOHA link: | https://koha.lib.tpu.ru/cgi-bin/koha/opac-detail.pl?biblionumber=687124 |
| Summary: | Title screen This study examines the influence of a firm’s digital footprint (organic and paid traffic) on its performance, assessing a sample of 151 Russian firms between 2017 and 2020. It shows a curvilinear association between a firm’s digital footprints (organic and paid) and its performance that varies across industries, moderated by the firm’s size and age. The study finds that organic and paid traffic have a diverse impact on firm performance. The impact of paid traffic is more complex and critical to understand. To gain full benefits from a digital footprint, firms need to innovate and utilize their resources strategically. The study findings are highly useful for other emerging markets that operate under a highly regulated, fragmented, and restricted environment Текстовый файл |
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| DOI: | 10.3390/world7010011 |