Dissertation
Online Affiliate Engagement Strategies and Customer Relationship Outcomes
Doctor of Philosophy (PhD), Washington State University
01/2017
Handle:
https://hdl.handle.net/2376/111638
Abstract
Affiliate marketing is a nascent research area with many avenues of exploration. In this dissertation, I provide insight into the affiliate marketing sales process and elaborate on the importance of investigating the relationship exchange between affiliates and customers. In doing so, I conduct a field examination and interview affiliates to determine the affiliate engagement strategies used to connect with customers. My finding reveal that affiliates take a relationship building approach to connecting with customers by providing predominantly economic, technical learning, or social support customer value. Following, I conduct a series of studies to determine the customer relationship outcomes of trust, commitment, gratitude, and community, customers ascribe to affiliates after engaging with their web content. Additionally, I examine the effects of customer deal proneness, customer innovativeness, and customer susceptibility to normative influences on the relationship between affiliate engagement strategies and customer relationship outcomes. My findings suggest that customers do recognize different affiliate engagement strategies and do indeed ascribe positive relationship outcomes toward affiliates.
Metrics
4 File views/ downloads
67 Record Views
Details
- Title
- Online Affiliate Engagement Strategies and Customer Relationship Outcomes
- Creators
- Brandon Gustafson
- Contributors
- Jean L Johnson (Advisor)David E Sprott (Committee Member)Babu John Mariadoss (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 160
- Identifiers
- 99900581828901842
- Language
- English
- Resource Type
- Dissertation