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

Authors:
David Brear;Stuart Barnes
Affiliations:
Norwich Union, Sienna 3, Surrey Street, Norwich NR1 3NS, UK.;Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK
Venue:
International Journal of Electronic Finance
Year:
2008

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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.