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| Tekijä: | Papatla, P. Bhatnagar, A. |
| Otsikko: | Choosing the right mix of on-line affiliates: How do you select the best? |
| Lehti: | Journal of Advertising
2002 : FALL, VOL. 31:3, p. 69-81 |
| Asiasana: | Advertising Internet Retailing Electronic commerce Statistical methods Models USA |
| Vapaa asiasana: | e-commerce WWW |
| Kieli: | eng |
| Tiivistelmä: | In affiliate advertising, an on-line retailer places a link for its business at a host business's site. The host earns a commission whenever a visitor clicks the link and consummates a transaction with the sponsor. This paper offers a framework that on-line retailers can use to find appropriate affiliates. This study's approach is based on two assumptions. First, it is assumed that hosts that carry products related to those of the sponsor will be good affiliates. Second, it is assumed that the relationships btw. products are reflected in how consumers search for information. The study's model uncovers relationships btw. products on the basis of these two assumptions and thereby identifies potential affiliates. |
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