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

Brear, David, Barnes, Stuart J. (2008) Assessing the value of online affiliate marketing in the UK financial services industry. International Journal of Electronic Finance, 2 (1). ISSN 1746-0069. (doi:10.1504/IJEF.2008.016881) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:34742)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1504/IJEF.2008.016881

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.

Item Type: Article
DOI/Identification number: 10.1504/IJEF.2008.016881
Subjects: H Social Sciences
H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Catherine Norman
Date Deposited: 18 Jul 2013 11:30 UTC
Last Modified: 16 Feb 2021 12:46 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34742 (The current URI for this page, for reference purposes)
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