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Assessing the value of online affiliate marketing in the UK financial services industry

Author

Listed:
  • David Brear
  • Stuart Barnes

Abstract

This research attempts to understand affiliate marketing success and application within three financial services markets. The results of both quantitative and qualitative research reveal a distinct pattern of success and failure in the markets researched. These results were used in order to create a list of attributes by which the 'suitability' of a market for affiliate marketing can be evaluated. We conclude that the process of affiliate marketing needs to be implemented in a much more contingent manner, catered to the market attributes and variances exhibited.

Suggested Citation

  • David Brear & Stuart Barnes, 2008. "Assessing the value of online affiliate marketing in the UK financial services industry," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 2(1), pages 1-17.
    • Handle: RePEc:ids:ijelfi:v:2:y:2008:i:1:p:1-17
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    Cited by:

    1. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).

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