Affiliate marketing and its impact on e‐commerce

Dennis L. Duffy

126 citations0/0 files storedJournal of Consumer Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Purpose This article seeks to explore the inner workings of affiliate marketing. Design/methodology/approach Defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship. Findings The key to successful affiliate marketing lies in the construction of a win‐win relationship between the advertiser and the affiliate. Affiliate marketing is likely to become the principal mainstream marketing strategy for e‐commerce businesses in the future. Originality/value Looks at the inner workings of affiliate marketing, defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship.

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