@phdthesis{Pavic2022,
  type      = {Master Thesis},
  author    = {Milica Pavic},
  title     = {Multiple case study: Direct-to-consumer brands' affiliate reviews strategy},
  year      = {2022},
  abstract  = {This research thesis examines affiliate review’s role in the relationship between direct-to-consumers (D2C) brands and consumers. Three D2C brands were selected as case companies for the multiple-case study. Seventy-five affiliate reviews were analysed, out of which fifteen were analysed in-depth. Additionally, a share of voice analysis was performed to establish the market share of each case company. The research has shown that affiliate reviews play a dual role as recommenders and sellers, which D2C brands use to achieve competitive advantage. However, the dual role is created at the expense of review quality, which is low.},
  language  = {en}
}