Assessing the Efficacy of Cryptocurrency Applications’ Affiliate Marketing Process on Supply Chain Firms’ Website Visibility

Damianos P. Sakas, Nikolaos T. Giannakopoulos (), Dimitrios K. Nasiopoulos (), Nikos Kanellos and Giannis T. Tsoulfas
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Damianos P. Sakas: Bictevac Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Nikolaos T. Giannakopoulos: Bictevac Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Dimitrios K. Nasiopoulos: Bictevac Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Nikos Kanellos: Bictevac Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Giannis T. Tsoulfas: Orimas Laboratory—Organizational Innovation and Management Systems, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece

Sustainability, 2023, vol. 15, issue 9, 1-21

Abstract: Recent developments in blockchain technology have enabled the development of wallet applications for storing peoples’ cryptocurrency reserves. Cryptocurrency wallet applications could deploy affiliate marketing processes to increase the visibility of their products. From these affiliate marketing processes, supply chain firms in the air forwarding sector that seek to advertise their services to a larger audience could be benefited. This research examines whether affiliate marketing initials of cryptocurrency wallet applications affect their digital marketing efficiency, as well as whether air forwarding firms’ website visibility could be benefited from them. After collecting the required Web Analytic data, the authors performed statistical analysis (correlations and linear regressions), followed by Fuzzy Cognitive Mapping (FCM) macroanalysis and Hybrid Modeling (HM) microanalysis to assess the outcomes of cryptocurrency wallet applications’ affiliate marketing programs. Hence, from the deployed methodology, valuable insights arose. The first part of the produced outcomes concerns the effect of cryptocurrency wallet application affiliate marketing metrics on their digital marketing results. The increased implications of affiliate marketing metrics (referring domains, backlinks, etc.) decrease the number of pages their visitors see. Regarding the air forwarder firms’ website visibility, specific metrics (branded and referral traffic) were increased and others (social traffic) were decreased from the increment of cryptocurrency wallet application affiliate marketing metrics (backlinks, internal links, etc.). Supply chain firms, in the air forwarding sector, could have increased website visibility by deploying advertisements and affiliate marketing initiatives with cryptocurrency wallet organizations. Summing up, specific affiliate marketing metrics of cryptocurrency wallet applications are capable of significantly impacting their digital marketing performance and also constitute determinant factors of supply chain firms’ website visibility.

Keywords: strategic digital marketing; digitalization; sustainability; supply chain; innovation; process optimization; blockchain; big data; Decision Support Systems (DSSs) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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