Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Olbrich, Bormann, and Hundt

MANAGEMENT SLANT

  • Search-engine advertising might cannibalize the effects of an affiliate-marketing campaign. Merchants should evaluate the overall effect of both channels.
  • The rank in search-engine advertising has...

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