Information and Incentives in Online Affiliate Marketing

Edelman, Benjamin; Brandi, Wesley

doi:10.2139/ssrn.2358110

Cited by 5 publications

(3 citation statements)

References 12 publications

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“…Most online shops in Kenya also felt that the strategy was expensive. These findings are in line Edelman and Brand (2014) who noted that the online shops need to decide if their affiliate marketing strategy will be managed in-house or the service will be outsourced. These services also have their own costs which may impact on profits.…”

Section: Affiliate Marketing Strategiessupporting

confidence: 77%

Influence of Internet Marketing Strategies on the Market Share of Online Shops in Nairobi County in Kenya.

Orare,

Nkirina

2019

JMS

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Purpose: The online shopping sector in Kenya is still not well developed and online commercial activities contribute to just over 1% of Kenya’s GDP. Kenya’s rate of online shopping is 23% and currently lags behind the global rate of online shopping which is 59%. The different level of development in online shopping between Kenya and other developed economies shows that the sector still has a long way to go in Kenya. Online shops face competition from the conventional ‘brick-and-mortar’ stores and supermarkets. In order to deal with the competition most online shops market their products using internet marketing, which is defined as advertising of a company’s products or services over the internet with the view of increasing profits or market share. Market share is the percentage of an industry acquired by a company during a certain period of time. This study aimed to establish the influence of internet marketing strategies on the market share of online shops in Kenya. The specific objectives of the study were: to determine the influence of website design strategies on the market share of online shops in Nairobi County in Kenya; to establish the influence of content marketing strategies on the market share of online shops in Nairobi County in Kenya; to assess the influence of affiliate marketing strategies on the market share of online shops in Nairobi County in Kenya and to establish the influence of social media marketing strategies on the market share of online shops in Nairobi County in Kenya. Methodology: This study adopted descriptive research design. The study covered 68 respondents drawn from a population of 34 online shops operating within Nairobi County, with an average of 2 respondents selected per organization. The study relied on data collected using a questionnaire comprising of both open-ended and close-ended questions, structured to meet the objectives of the study. The data was analyzed using inferential statistics by means of Statistical Packages for Social Sciences version 20. Results: The results indicated a P-value of 0.0002, which is less than 0.05 against all the variables in the study. This indicated that website design marketing strategies, content marketing strategies, affiliate marketing strategies and social media marketing strategies had a significant influence on the market share of online shops in Nairobi County. The study revealed a positive correlation between website design and market share with a correlation coefficient of 0.015, a positive correlation between content marketing and market share with a correlation coefficient of 0.163, a positive correlation between affiliate marketing and market share with a correlation coefficient of 0.057, and a positive correlation between social media marketing and market share with a correlation coefficient of 0.923. The study concluded that social media marketing strategies contributed the most to the overall market share of online shops in Nairobi, followed by content marketing strategies, affiliate marketing strategies and finally website design marketing strategies. Unique Contribution to Theory and Practice: The study recommended that online shops needed to come up with an internet marketing mix that incorporated all the different strategies given that the respondents gave varied views on which internet marketing strategies were more influential. The County governments were encouraged to look into ways of making internet connectivity more affordable since most online shops indicated unreliable and expensive internet as a challenge when trying to conduct internet marketing. The ‘brick-and-mortar’ shops that were not making a profit were also urged to consider the online business model. Retail customers were advised to be willing to accept change and embrace online shopping. Keywords: Website design strategies Content marketing strategies, Affiliate marketing strategies, Social media marketing strategies and Market share.

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Section: Affiliate Marketing Strategiessupporting

confidence: 77%

Influence of Internet Marketing Strategies on the Market Share of Online Shops in Nairobi County in Kenya.

Orare,

Nkirina

2019

JMS

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“…Edelman et al [18] provide an overview of the adware ecosystem, studying the ad networks, exchanges, and practices used by ad injectors. In a more recent work [19], the same authors study fraud in online affiliate marketing, and how adware takes part of such frauds. Both works focus more on the business aspects of the ecosystem, and unlike our work, they do not attempt to conduct a comprehensive analysis of adware, but instead extract the participants of manually selected adware extensions.…”

Section: Related Workmentioning

confidence: 99%

Understanding Malvertising Through Ad-Injecting Browser Extensions

Xing

Meng

Lee

et al. 2015

Proceedings of the 24th International Conference on World Wide Web

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Malvertising is a malicious activity that leverages advertising to distribute various forms of malware. Because advertising is the key revenue generator for numerous Internet companies, large ad networks, such as Google, Yahoo and Microsoft, invest a lot of effort to mitigate malicious ads from their ad networks. This drives adversaries to look for alternative methods to deploy malvertising.In this paper, we show that browser extensions that use ads as their monetization strategy often facilitate the deployment of malvertising. Moreover, while some extensions simply serve ads from ad networks that support malvertising, other extensions maliciously alter the content of visited webpages to force users into installing malware. To measure the extent of these behaviors we developed Expector, a system that automatically inspects and identifies browser extensions that inject ads, and then classifies these ads as malicious or benign based on their landing pages. Using Expector, we automatically inspected over 18,000 Chrome browser extensions. We found 292 extensions that inject ads, and detected 56 extensions that participate in malvertising using 16 different ad networks and with a total user base of 602,417.

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“…This study analyze in several marketing researchers believe that the companies do not require a separate internet marketing strategy. [2] Evanschitzky, H., & Iyer, G. R. (2007) Companies has plan for the growth of online shopping, and online consumers' purchasing behaviour are required to the companies for define their online retail strategies for inventory holding, distribution, product variety, market segmentation, online advertising and web site design. Forecasts could be reliable based on online consumers' purchasing behaviour.…”

Section: Literature Review Gerald L Lohse Steven Bellman Eric Jmentioning

confidence: 99%

A study on impact of an affiliate marketing in e-business for consumers’ perspective

Suresh¹,

M²,

Maran³

et al. 2018

IJET

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Affiliated marketing is a type of online marketing technique where a publisher promotes a business through an advertisement on their web site and that leads to business rewards the affiliate with commission each time a visitor, customer generates sales. Affiliate marketing defined as performance marketing and associate marketing. Affiliate marketing integrates with 3 parties:-Advertiser, Publisher, and Consumer. Advertisers can be selling of any companies products like electronics, books, clothing, and air tickets online or could be insurance company selling policies etc. Publisher means who promotes advertiser's products or services through its website or blog. Consumer is the king and very prominent to part of this cycle who attract the advertisement and then makes an action (click) from publisher's website to advertiser's website and after purchased a product that is called conversion. This article find out the inner workings of affiliate marketing. It defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long-term win-win relationship. Affiliate marketing is mainly used to mainstream marketing strategy for e-commerce businesses in the future. A mixed method approach was adopted to analyse the consumers' perspective, via an online questionnaire. The results of the overall rating of product price, quality & time of trend to buy and promote the product in a easy way to reach customers in the online itself.

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Information and Incentives in Online Affiliate Marketing

Cited by 5 publications

References 12 publications

Influence of Internet Marketing Strategies on the Market Share of Online Shops in Nairobi County in Kenya.

Influence of Internet Marketing Strategies on the Market Share of Online Shops in Nairobi County in Kenya.

Understanding Malvertising Through Ad-Injecting Browser Extensions

A study on impact of an affiliate marketing in e-business for consumers’ perspective

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