Business Case of the Affiliate Marketing Business Model

Literature Review Of Affiliate Marketing

The growing acceptance of the Internet among consumers and the growth of online retail sales has resulted in a large number of retailers using online advertising formats. (Purushottam &Amit, 2002). The majority of previous research in this field focuses on how to attract and retain appropriate affiliates (Martin-Gill et al., 2009).

As an online advertising tool, affiliate marketing is mainly aggregated in networks and acts as the middleman between a customer and the company. It can be understood as a business partnership. (Prabhu &Satpathy, 2015) There are many affiliates that build and manage websites to sell the products or services of advertisers. Most advertiser-affiliate relationships are managed through several major networks involving the technology to support tracking activities and the sales transaction. (Duffy, 2005).