Digital Footprint and Firm Performance: Evidence from Organic and Paid Traffic; World; Vol. 7, iss. 1

Digital Footprint and Firm Performance: Evidence from Organic and Paid Traffic; World; Vol. 7, iss. 1

Bibliographic Details
Parent link:World.— .— Basel: MDPI AG
Vol. 7, iss. 1.— 2026.— Article number 11, 21 p.
Other Authors: Vukovic D. B. Darko, Spitsina (Spitsyna) L. Yu. Lubov Yurievna, Spitsin V. V. Vladislav Vladimirovich, Lyzin I. A. Ivan Alexandrovich, Moinak M. Maiti
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
Subjects:
электронный ресурс
труды учёных ТПУ
resource-based view
dynamic capabilities
institutional theory
website traffic
nonlinearity
emerging markets
regression
generalized additive model
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

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