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Affiliate marketing and its impact on e‐commerce

Dennis L. Duffy (Emergence, Asheville, North Carolina, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 May 2005

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.

Keywords

Citation

Duffy, D.L. (2005), "Affiliate marketing and its impact on e‐commerce", Journal of Consumer Marketing, Vol. 22 No. 3, pp. 161-163. https://doi.org/10.1108/07363760510595986

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited