چكيده به لاتين
Abstract:
Critical review and analysis of affiliate marketing literature shows that definitions of affiliate marketing range from some very generic to more marketing specific. One of the most common generic definitions depicts affiliate marketing as a “working relationship” or an agreement “where one firm (the marketer) compensates another firm (the affiliate) for generating transactions from its users”.
The measurement of both offline and online marketing is the topic of numerous research papers and an important concern of marketing executives. Despite the rapid growth of affiliate marketing in Iran, especially in the tourism industry, Iranian researchers have paid little attention to this area. The aim of this study is developing a model of online affiliate marketing performance measurement in the tourism of Iran. First, a set of affiliate marketing performance measurement criteria were identified. After interviewing professors and experts in the field of tourism marketing, questionnaires were distributed among the population of the tourism activists. After gathering the data, analysis, mining and prioritization criteria for affiliate marketing performance measurement in the tourism industry were performed. In the same way, exploratory factor analysis was performed to classify criterions and finally, to test the reliability and validity of the model, confirmatory factor analysis were used. The results showed expose capabilities, communications capability, financial factors, competitive advantages, ability to attract and brand creation, are appropriate factors to select affiliate marketing performance measurement criteria in the tourism of Iran.
Keywords: performance measurement, marketing, affiliate marketing, tourism
