Modelling Online Customers' Responses to E-tailers' Affiliate and Cause-Related Marketing Communications

Ndasi Wilson, Sid Gosh, Lukman Aroean

Research output: Contribution to conferencePaperpeer-review


The use of cause-related marketing (CrM) to gain customers goodwill, improve brand image and increase sales is of eminent traction as a marketing tool. The operationalisation of CrM on the Internet coincides with affiliate marketing mechanism in creating a win win win experience for the E-tailer, the partner charity/cause and to even to the customer respectively. How to effectively deploy these marketing techniques by online retailers remains nebulous. This conceptual paper introduces the construct of affiliate cause marketing (ACM) and taps on key variables used in previous studies to determine consumer attitudes towards affiliate banners ads and cause-related marketing, to propose a consumer response model for ACM advertising. The model helps to uncover consumers' expectations and show how online retailers (E-tailers) can deploy Internet advertising whilst demonstrating socially responsible business practice in tandem.
Original languageEnglish
Publication statusPublished - 2014
Externally publishedYes
EventAcademy of Marketing - Bournemouth University, Bournemouth, United Kingdom
Duration: 8 Jul 201410 Jul 2014


ConferenceAcademy of Marketing
Country/TerritoryUnited Kingdom

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