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Digital Footprint and Firm Performance: Evidence from Organic and Paid Traffic

Author

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  • Darko B. Vukovic

    (International Laboratory for Finance and Financial Markets, Faculty of Economics, People’s Friendship University of Russia (RUDN University), Moscow 117198, Russia
    Belgrade Banking Academy, 11070 Belgrade, Serbia)

  • Lubov Spitsina

    (Business School, National Research Tomsk Polytechnic University, Lenina Avenue, 30, Tomsk 634050, Russia)

  • Vladislav Spitsin

    (Business School, National Research Tomsk Polytechnic University, Lenina Avenue, 30, Tomsk 634050, Russia)

  • Ivan Lyzin

    (School of Computer Science & Robotics, National Research Tomsk Polytechnic University, Lenina Avenue, 30, Tomsk 634050, Russia)

  • Moinak Maiti

    (School of Economics and Finance, University of the Witwatersrand, 1 Jan Smuts Avenue, Braamfontein, Johannesburg 2000, South Africa)

Abstract

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.

Suggested Citation

  • Darko B. Vukovic & Lubov Spitsina & Vladislav Spitsin & Ivan Lyzin & Moinak Maiti, 2026. "Digital Footprint and Firm Performance: Evidence from Organic and Paid Traffic," World, MDPI, vol. 7(1), pages 1-20, January.
    • Handle: RePEc:gam:jworld:v:7:y:2026:i:1:p:11-:d:1841443
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