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

David Brear and Stuart Barnes

International Journal of Electronic Finance, 2008, vol. 2, issue 1, 1-17

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. (search for similar items in EconPapers)
Date: 2008
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