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Multiple case study: Direct-to-consumer brands' affiliate reviews strategy

  • 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.

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Author:Milica Pavic
Advisor:Paul Taylor
Document Type:Master's Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/08/31
Release Date:2022/09/01
Tag:Affiliate marketing; Affiliate reviews; Direct to consumer D2C; Online reviews
Degree Program:IMM - International Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt