Stuffing, Sniffing, Squatting, and Stalking: Sham Activities in Affiliate Marketing

IF 0.3 4区管理学 Q4 INFORMATION SCIENCE & LIBRARY SCIENCE

Library Trends Pub Date : 2020-10-21 DOI:10.1353/lib.2020.0016

B. Amarasekara, A. Mathrani, C. Scogings

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引用次数: 1

Abstract

Abstract:Businesses engage in technology partnerships to leverage web-based competencies and create competitive advantage. Affiliate marketing (AM) is a business model that enables technological cooperation between small and medium enterprises (SMEs) and affiliates (influential partners who have reach of the intended consumer market). SMEs capitalize on affiliates' consumer reach to achieve global visibility and conduct online trading activities. Based upon mutually agreed commissions, SMEs advertise their goods to consumer communities provided by affiliates. However, AM can be subjected to sham activities that could skew commissions resulting from online sales transactions to bring financial gain to undeserving rogue parties. Using a cross-domain simulation platform of a complete AM network, this study reveals four fraudulent information-seeking behaviors—stuffing, sniffing, squatting, and stalking—that could affect SMEs. These findings will support enterprises in making informed decisions when implementing new AM strategies or in reinvestigating the robustness of existing AM strategies. We further propose some managerial and technical avenues to assist enterprises in safeguarding themselves from activities that could incur considerable losses to their profit margins. The study has further implications for practitioners in establishing a foundation for technology partnerships and sharing of online competencies with partnering firms.

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填充、嗅探、蹲下和跟踪:联盟营销中的虚假活动

摘要：企业通过技术合作来利用基于网络的能力并创造竞争优势。关联营销（AM）是一种商业模式，能够实现中小型企业（SME）和关联公司（具有潜在消费市场影响力的合作伙伴）之间的技术合作。中小企业利用附属公司的消费者影响力实现全球知名度并开展在线交易活动。根据双方商定的佣金，中小企业向附属公司提供的消费者社区宣传其商品。然而，AM可能会受到虚假活动的影响，这些活动可能会扭曲在线销售交易产生的佣金，为不值得的流氓方带来经济利益。利用一个完整AM网络的跨域模拟平台，本研究揭示了四种可能影响中小企业的欺诈信息寻求行为——填充、嗅探、蹲下和跟踪。这些发现将支持企业在实施新的AM战略或重新调查现有AM战略的稳健性时做出明智的决策。我们还提出了一些管理和技术途径，以帮助企业保护自己免受可能对其利润率造成重大损失的活动的影响。这项研究对从业者建立技术合作伙伴关系的基础以及与合作公司共享在线能力具有进一步的意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Library Trends INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

1.20

自引率

12.50%

发文量

期刊介绍： Library Trends, issued quarterly and edited by F. W. Lancaster, explores critical trends in professional librarianship, including practical applications, thorough analyses, and literature reviews. Both practicing librarians and educators use Library Trends as an essential tool in their professional development and continuing education. Each issue is devoted to a single aspect of professional activity or interest. In-depth, thoughtful articles explore important facets of the issue topic. Every year, Library Trends provides breadth, covering a wide variety of themes, from special libraries to emerging technologies. An invaluable resource to practicing librarians and educators, the journal is an important tool that is utilized for professional development and continuing education.