RT Journal Article
SR Electronic
T1 Analyzing the Click Path Of Affiliate-Marketing Campaigns
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 342
OP 356
DO 10.2501/JAR-2018-043
VO 59
IS 3
A1 Rainer Olbrich
A1 Patrick Mark Bormann
A1 Michael Hundt
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/3/342.abstract
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.