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The effect of social media and advertising activities on affiliate marketing

机译：社交媒体和广告活动对会员营销的影响

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摘要

The study uses data from a service company to analyse if social media and advertising activities affect affiliate marketing results. The dataset spans a six month period, registering 611,081 ad impressions, 15,082 clicks, and 2,672 social media messages. The results from affiliates using social media are analysed and then compared to the results of affiliates not using social media. The study adds to the affiliate marketing literature by analysing the used ad media, commission amount, length of partnership, and business focus as campaign variables. Further, it adds to the multichannel literature: microblogging social media activities of affiliates positively affect the number of ad impressions and to a lesser extent the number of affiliate leads. As social media activities of affiliates affect the results of the affiliate marketing campaign, merchants may include social media data to get a more detailed picture of affiliate activities and performances.
机译：该研究使用来自服务公司的数据来分析社交媒体和广告活动是否会影响联盟营销结果。该数据集跨越六个月的时间，记录了611,081次广告展示，15,082次点击和2,672条社交媒体消息。分析使用社交媒体的会员的结果，然后将其与不使用社交媒体的会员的结果进行比较。该研究通过分析使用的广告媒体，佣金金额，合作伙伴的时长和作为营销活动变量的业务重点，增加了会员营销文献。此外，它还增加了多渠道文献：会员的微博社交媒体活动对广告展示次数产生积极影响，而会员线索的数量在较小程度上产生积极影响。由于会员的社交媒体活动会影响会员营销活动的结果，因此商家可能会包含社交媒体数据，以获取会员活动和表现的更详细信息。

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