The effect of social media and advertising activities on affiliate marketing

Abstract

The study uses data from a service company to analyse if social media and advertising activities affect affiliate marketing results. The dataset spans a six month period, registering 611,081 ad impressions, 15,082 clicks, and 2,672 social media messages. The results from affiliates using social media are analysed and then compared to the results of affiliates not using social media. The study adds to the affiliate marketing literature by analysing the used ad media, commission amount, length of partnership, and business focus as campaign variables. Further, it adds to the multichannel literature: microblogging social media activities of affiliates positively affect the number of ad impressions and to a lesser extent the number of affiliate leads. As social media activities of affiliates affect the results of the affiliate marketing campaign, merchants may include social media data to get a more detailed picture of affiliate activities and performances.

Examining the Impact of Artificial Intelligence (AI)-Assisted Social Media Marketing on the Performance of Small and Medium Enterprises: Toward Effective Business Management in the Saudi Arabian Context

“…In the recent decade, the current literature points out the efficiency in implementation of AI in empowering social media marketing campaigns. It is one of the most significant part of today's marketing activities [17,18] where the Saudi Arabian companies can get benefit.…”

“…In the developed and the developing world, most of the current literature points out the efficacy of embracing AI in empowering social media marketing campaigns. Social media marketing is one of the most important part of today's marketing activities [17,18], as it has significant contribution to marketing activities. Social media marketing shows positive effect on marketing which promote performance of the companies [22].…”

E-Ti̇caret Sektöründe Kullanilan Di̇ji̇tal Pazarlama Araçlarinin Şi̇rketleri̇n Marka Değeri̇ne Etki̇leri̇ Üzeri̇ne Ni̇tel Bi̇r Araştirma

“…Bununla birlikte, şirketlerin ciro arttırma yöntemlerinden de biri olan satış ortaklığı pazarlaması (Affiliate Marketing), işletmelerin müşterilerini pazarlama sisteminde dahil ettiği ödüllendirme sistemine dayalı bir dijital pazarlama yöntemidir (Coşkun, 2016). Başka bir ifadeyle, satıcının satış ortağına potansiyel tüketicileri satıcının web sitesine yönlendirmek için bir komisyon ödediği çevrimiçi bir ilişkidir (Olbrich, Schultz ve Bormann, 2019). Bunun yanı sıra özellikle mobil uygulamalar ve web sitelerinde sıkça gözlemlenen içerik pazarlaması, tüketiciler için hedef kitleyi çekmek, elde etmek ve onlarla etkileşim kurmak için doğru bilgiyi içeren ve değerli içerik oluşturmak ve dağıtmak için pazarlama ve iş sürecidir (Key, 2017).…”

Network and Revenue Analysis of an Affiliate Marketing Program in the Travel Industry

“…Despite its recent widespread and importance, there are relative few quantitative works addressing affiliate marketing. A recent exception characterizes the relationship between social media presence of affiliates and their success in converting customers [Olbrich et al 2019], indicating that affiliates with strong presence in online social networks have generate higher returns. In the direction of a quantitative exploration, this work contributes with the analysis of a real affiliate marketing program, providing insights about its network and revenue structure.…”