PT  - JOURNAL ARTICLE
AU  - Rainer Olbrich
AU  - Patrick Mark Bormann
AU  - Michael Hundt
TI  - Analyzing the Click Path Of Affiliate-Marketing Campaigns
AID  - 10.2501/JAR-2018-043
DP  - 2018 Nov 14
TA  - Journal of Advertising Research
PG  - JAR-2018-043
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/11/12/JAR-2018-043.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/11/12/JAR-2018-043.full
AB  - Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising. The affiliates' design parameters and the merchant's parallel search-engine advertising both influence the click paths of users in an affiliate-marketing campaign, which runs from clicks to sales. The merchant's simultaneous use of search-engine advertising, however, cannibalizes clicks and sales in the click path. Affiliates must use different text links to ensure positive impacts on clicks and sales in their affiliate-marketing campaign. The effect of the affiliates' advertising impressions thus depends on the method and its estimators.