Affiliate Marketing. The Customer Acceptance of Cashback Platforms

Table of Contents

1 Introduction

1.1 Objective and Research Question

1.2 Structure and Methodological Approach

2 Affiliate Marketing

2.1 Definition

2.2 Market players and their objectives within Affiliate Marketing

2.2.1 Merchants

2.2.2 Affiliates

2.2.3 Affiliate Networks

2.2.4 Customers

2.3 Functional Principle of Affiliate Marketing

2.3.1 Advertisement methods

2.3.2 Tracking methods

2.3.3 Compensation methods

3 Cashback Marketing

3.1 Definition of Cashback

3.2 Functional Principle of Cashback Platforms

3.2.1 Market Players

3.2.2 Commission and Tracking Method within the Cashback system

3.3 Customer Acceptance within Cashback Platforms

3.4 German Cashback market

3.5 State of Research of the German Cashback market

3.5.1 Mehr Transparenz – mehr Kundennähe

3.5.2 Kundenurteil: Fairness von Cashback-Portalen 2019

3.5.3 Von C&A bis Zooplus – diese Rabatte sind drin

3.5.4 Studie: Bonusprogramm Monitor 2019

4 Empirical Research - Customer acceptance of Cashback Platforms

4.1 Methodology and Method

4.2 Sampling Method

4.3 Purpose, Design and Structure of the Questionnaire

4.4 Survey Results

4.4.1 General Survey and Sample characteristics

4.4.2 General online purchasing behaviour

4.4.3 Cashback knowledge

4.4.4 Cashback users

4.4.5 Non-Cashback users

4.5 Summary of Findings

4.5.1 Cashback users

4.5.2 Non-Cashback users

4.5.3 Comparison of Non-Cashback users and Casback users

5 Empirical Research - an expert interview with iGraal

5.1 Background Information of iGraal

5.2 Expert Interview with iGraal

5.2.1 Methodology and Method

5.2.2 Sampling Method

5.2.3 Scope, Structure and Design of the Questionnaire

5.3 Survey Results

5.4 Summary of Findings

6 Recommendations for Cashback Platforms

7 Conclusion and Outlook

7.1 Conclusion

7.2 Limitations and Future Outlook

Objectives and Research Themes

This thesis examines Affiliate Marketing with a focus on Cashback systems to analyze customer acceptance and awareness of Cashback Platforms, clarify limiting and influencing factors for their usage, and generate recommendations for affiliates to improve customer uptake.

• Analysis of Affiliate Marketing and the functional role of Cashback Platforms.
• Empirical quantitative survey regarding Cashback usage and non-usage in Germany.
• Qualitative expert interview with iGraal to gain insights into customer strategy.
• Identification of limiting factors (e.g., data privacy, lack of awareness) and influencing motivators.
• Development of strategic recommendations for higher customer acceptance.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of the growth of e-commerce, introduces Affiliate Marketing and Cashback, and outlines the research questions.

2 Affiliate Marketing: Explains the definitions, market players, and functional principles, including advertisement, tracking, and compensation methods.

3 Cashback Marketing: Defines Cashback, details the functional principles of platforms, and reviews the state of research in the German market.

4 Empirical Research - Customer acceptance of Cashback Platforms: Details the methodology and findings of the quantitative survey conducted with online shoppers.

5 Empirical Research - an expert interview with iGraal: Covers qualitative insights from the expert interview regarding operational strategies and customer communication.

6 Recommendations for Cashback Platforms: Formulates actionable strategies for Cashback platforms to improve visibility, usability, and customer acceptance.

7 Conclusion and Outlook: Synthesizes the core findings and offers suggestions for future research pathways.

Keywords

Affiliate Marketing, Cashback Platforms, Customer Acceptance, E-commerce, Consumer Behavior, Online Marketing, Tracking Methods, Compensation Models, Empirical Research, Survey, Bonus Programs, Shopping Incentives, Loyalty Programs, Germany.

Frequently Asked Questions

What is the core focus of this master thesis?

The thesis focuses on analyzing the customer acceptance of Cashback Platforms within the context of Affiliate Marketing in Germany.

What are the primary themes explored in the research?

Key themes include the definition and functionality of Cashback, the current state of the German Cashback market, and the factors influencing consumer participation.

What is the primary goal or research question?

The core objective is to identify why acceptance is limited and how affiliates can improve user participation through strategic recommendations.

Which scientific methods were applied?

The research uses a dual approach: a quantitative empirical study with a survey of 428 consumers and a qualitative expert interview with the affiliate company iGraal.

What does the main body cover?

It covers theoretical frameworks like UTAUT 2, the process of Cashback transactions, current market studies in Germany, and comprehensive analysis of survey data and expert insights.

Which keywords categorize this work?

Major keywords include Affiliate Marketing, Cashback Platforms, Customer Acceptance, Consumer Behavior, and Digital Tracking.

Why are consumer data privacy concerns a significant finding?

The empirical research identified that over half of non-users are deterred by data privacy expectations and the intrusive nature of tracking requirements.

What challenges do newcomers face when using Cashback Platforms?

Newcomers struggle with technical complexities such as configuring browser settings, deleting cookies, and deactivating ad-blockers, as well as long payout validation times.

How does Payback compare to dedicated Cashback platforms?

Payback remains the pioneer and market leader in awareness and usage, whereas dedicated Cashback platforms face a significantly lower recognition rate among consumers.