Assessing the value of online affiliate marketing in the UK financial services industry
by David Brear, Stuart Barnes
International Journal of Electronic Finance (IJEF), Vol. 2, No. 1, 2008

Abstract: This research attempts to understand affiliate marketing success and application within three financial services markets. The results of both quantitative and qualitative research reveal a distinct pattern of success and failure in the markets researched. These results were used in order to create a list of attributes by which the 'suitability' of a market for affiliate marketing can be evaluated. We conclude that the process of affiliate marketing needs to be implemented in a much more contingent manner, catered to the market attributes and variances exhibited.

Online publication date: Sat, 26-Jan-2008

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