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 - 2019 Sep 01 TA - Journal of Advertising Research PG - 342--356 VI - 59 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/59/3/342.short 4100 - http://www.journalofadvertisingresearch.com/content/59/3/342.full SO - J Advert Res2019 Sep 01; 59 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.