Examples of websites 1
Loanexplorer http www.loanexplorer.co.uk is a simple website allowing visitors to apply for loans for various purposes. The application itself is loaded from merchant storefront, white label and commission is made based on leads PPL model . Figure 11 - Case 2 loanexplorer.co.uk larger image available in thesis appendix Figure 11 - Case 2 loanexplorer.co.uk larger image available in thesis appendix Remortgageexplorer http www.remortgageexplorer.co.uk is a variation on previous website and...
Buying process
Before the purchase decision is made, the decision maker goes through several steps of buying process Palmer, 2001 . Figure 3 - Buying process adapted from Palmer, 2001 The process is started by identifying need, which is a motivator of an action that would satisfy the need. Then, the information are sought for in order to find the best solution. Subsequently, the alternatives are assessed and the final decision is made. After the purchase, the buyer evaluates it. Fisk 1981 further developed a...
Literature Overview
The literature overview depicts available theories and models that will be used for answering the research questions. First, we will look into affiliate marketing in a broader scope of online advertising and explain the most common terms used in both online advertising and affiliate marketing to have an insight into both first and second research question. Furthermore, the advantages and issues connected with online advertising will be described as well as benefits connected to affiliate...
Targetability
Ability of precise targeting in online advertising is incomparable to the traditional media. Ads can be targeted according to language, geographic region, time of the day and platform to name few Zeff, 1999 13 . Newly emerged advertising platforms, such as Google AdWords and AdSense, went far beyond common targeting and advertise extensive targeting possibilities as one of their key features. In Google AdWords, ads can be targeted according to Location of the user up to the level of a city...
Research Questions
Bruner 2004 claims, that since 2004 it has become more difficult for merchants to advertise at the websites of attractive content providers. With the evolution of new types of online advertising and growing interest in online advertising, content providers have more options to choose from ibid. . While the advantages of affiliate marketing for merchants are theoretically defined for instance Gallaugher et al., 2001 Hoffman amp Novak, 2000 Chatterjee, 2002 , benefits for content providers are...
Research Question 2
How can the situations, under which affiliate marketing is efficient for content providers, be characterized According to Duffy, in order to ensure success of their affiliate programs, companies and content providers should create a win-win relationship that would lead to generating enough sales at the merchants' web sites and sufficient earnings for content providers Duffy, 2005 . Libai et al. claim, that setting an interesting commission rate and commission model is crucial for attracting...