Risk, Information, and Incentives in Online Affiliate Marketing

@article{Edelman2015RiskIA,
  title={Risk, Information, and Incentives in Online Affiliate Marketing},
  author={Benjamin Edelman and Wesley Brandi},
  journal={Journal of Marketing Research},
  year={2015},
  volume={52},
  pages={1 - 12}
}
The authors examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, whereas other merchants ask their marketing staff to perform these functions. For clear violations of applicable rules, the authors find that outside specialists are the most effective at excluding the responsible affiliates, which can be interpreted as a benefit of specialization… Expand
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