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.
| Author: | Milica Pavic |
|---|---|
| Advisor: | Paul Taylor |
| Document Type: | Master's Thesis |
| Language: | English |
| 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): |  Urheberrechtlich geschützt |