Oana Cristina Mogoș

In the contemporary landscape of computational advertising, measurement has undergone a radical transformation, shifting from a retrospective evaluative function to a continuous, real-time algorithmic apparatus integrated into strategic decision-making. This study employs a systematic literature review methodology, analyzing 40 peer-reviewed articles across high-impact journals to investigate how measurement methodologies have adapted to platform complexities and evolving consumer behaviors. The review categorizes digital marketing measurement across seven distinct technological environments, including social media (Meta/Instagram, Tik Tok), search engine environments, video advertising, e-shops and social commerce. The research highlights a significant methodological divergence between platforms: while short-video requires neurophysiological analysis of visual-audio signals, search environments are evolving toward economic optimization and adaptation to the era of generative search (AI). Beyond traditional KPIs, new research frameworks explore cognitive load, visual attention, and subconscious consumer mechanisms through technologies such as eye-tracking and EEG. Furthermore, the paper identifies a structural gap between academic advancement and business practice; while academia aims for data precision and validity, organizations prioritize utility, speed of execution, and technical constraints. The study’s conclusions emphasize the necessity of “measurement pluralism,” demonstrating that performance evaluation is no longer a post-event report but a multidimensional strategic engine. Integrated success depends on the ability of companies to navigate heterogeneous ecosystems, transforming raw data into active vectors of economic growth.

In the current context of ESG practices, sustainability reporting becomes very important in strengthening consumer perception about a company’s ESG performance. This study has employed the P-ESG scale to investigate how consumers relate to companies in the oil and gas industry in relation to their corporate social responsibility and sustainability activities. Specifically, this study investigates how consumers perceive the impact of ESG-related communication—particularly disclosures about community involvement—on organizational attributes such as corporate culture, internal communication, and employee engagement. Online quantitative marketing research was carried out on a sample of 400 respondents. The results show that ESG factors have a strong association with consumer perceptions on organizational transparency, effective communication and organizational culture. A negative direct relationship of ESG with the consumer perceptions regarding employee engagement is noticed, and a strong correlation between consumer perceived organizational culture and the consumer perception about employee engagement. This study contributes to defining the role of ESG reporting on the consumers perception about the company, and how ESG can be used to increase consumer trust.

Concerns about environmental protection and sustainable consumption increased among Generation Z, as a consequence of more perceived risks emerging in the context of climate change and depletion of natural resources. The aim of the present research was to identify the main factors that influence the intention to purchase eco-products among the young generation. Quantitative marketing research was carried out on a sample of 269 Gen Z. The research results proved that purchasing intention for eco-products is strongly influenced by the perceived quality of environmentally friendly products, consumer consciousness about eco-products, perceived value of green products, and consumer trust in ecological products. Lower influences were recorded in terms of perceived price and perceived availability of eco-products, with improved total effects when considering the mediating role of eco-trust. Consequently, the provision of eco-products could lead to image benefits for organizations.