АФИЛИЕЙТ ПРОГРАМИТЕ НА САЙТОВЕТЕ ЗА КОЛЕКТИВНО ПАЗАРУВАНЕ – СПЕЦИФИКА НА МАРКЕТИНГОВИЯ ИНСТРУМЕНТ, ПРИЛАГАН ОТ ПЛАТФОРМИ НА ДВУСТРАНЕН ПАЗАР
AFFILIATE PROGRAMS OF THE DAILY DEAL SITES - SPECIFICS OF THE MARKETING TOOL WHEN APPLIED BY PLATFORMS IN A TWO-SIDED MARKET

Summary/Abstract: This report examines the specifics of the application of affiliate marketing by the daily deal sites in general and particularly by the Bulgarian ones. The first part deals with the theoretical aspects of two-sided platforms that put affiliate programs in the role of a tool for external effect management, and the specifics of the programmes themselves in the online environment. The second part discusses the affiliate programmes of the daily deal sites from instrumental perspective. The third part presents the results of a study of affiliate programs in a sample of seven Bulgarian sites and a reference one.

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