TY - JOUR T1 - Analyzing the Click Path Of Affiliate-Marketing Campaigns JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2018-043 SP - JAR-2018-043 AU - Rainer Olbrich AU - Patrick Mark Bormann AU - Michael Hundt Y1 - 2018/11/14 UR - http://www.journalofadvertisingresearch.com/content/early/2018/11/12/JAR-2018-043.abstract N2 - 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. ER -