Title: The development of an in-house affiliate marketing network - a case study

Authors: Ladislav Beranek

Addresses: Department of Applied Mathematics and Informatics, Faculty of Economics, University of South Bohemia, Ceske Budejovice, Czech Republic

Abstract: The aim of this case study is to present the influence of some organisational and managerial activities on the structure of an in-house affiliate marketing network. The data has been obtained particularly based on interviews with the affiliate marketing manager during a period of over two years. The influence of incentives, monitoring, and enforcement carried out within the operation of in-house affiliate marketing on the evolution of a respective affiliate marketing network is demonstrated. This case study enriches the literature devoted to affiliate marketing by the identification and specification of how managerial activities affect relationships and structure in the affiliate marketing network.

Keywords: e-commerce; affiliate marketing network; network structure; case study.

DOI: 10.1504/IJIMA.2019.102580

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.3, pp.271 - 283

Received: 02 Jun 2018
Accepted: 21 Oct 2018
Published online: 30 Sep 2019 *

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