Title: Assessing the value of online affiliate marketing in the UK financial services industry

Authors: David Brear, Stuart Barnes

Addresses: Norwich Union, Sienna 3, Surrey Street, Norwich NR1 3NS, UK. ' Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK

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.

Keywords: affiliate marketing; success; evaluation; financial services; online marketing; internet marketing; UK; United Kingdom; electronic finance.

DOI: 10.1504/IJEF.2008.016881

International Journal of Electronic Finance, 2008 Vol.2 No.1, pp.1 - 17

Published online: 26 Jan 2008 *

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