In recent years, affiliate marketing has become an increasingly important component in the e-commerce landscape. Duffy (2005) [1] argues that affiliate marketing significantly impacts e-commerce by enhancing sales and expanding market reach. However, there are notable risks and challenges associated with this marketing strategy. Amarasekara and Mathrani (2016) [2] highlight the potential for fraud and the importance of implementing effective control measures. Moreover, Iacobucci et al. (2010) [3] delve into the psychological aspects of affiliate marketing, examining how consumer attitudes and behaviors are influenced by various marketing tactics. This comprehensive approach offers a deeper understanding of the complex dynamics at play in affiliate marketing and its role within the broader context of digital commerce and consumer engagement.

The inception of affiliate marketing marked a notable shift, initially taking root on the internet through websites and emails. The proliferation of the internet and the ascendancy of social media platforms have radically transformed this landscape, ushering in a new era of marketing [4]. Affiliate marketing has emerged as a symbiotic strategy where affiliates promote a business's products or services and, in return, receive compensation based on performance metrics such as sales or leads [5]. This shift from traditional advertising to a more sophisticated, relationship-oriented approach represents a significant evolution in marketing tactics.

Previous research in this domain has been extensive but lacks cohesion. Various studies have delved into aspects of affiliate marketing, examining the efficacy of different platforms [6-8], the influence of content creators in shaping consumer opinions [9], and the role of technological innovations like sophisticated tracking and analytics [7, 10, 11]. However, there has been a deficit in comprehensive syntheses that amalgamate these varied research streams into an integrated overview. The aim of this research is to fill this gap through a systematic literature review of affiliate marketing, striving to offer a holistic view of its current state, challenges, and potential opportunities. This review meticulously assesses the existing body of work to identify prevailing patterns, themes, and unexplored areas in the understanding of affiliate marketing. The method used will be discussed further in the methodology section.

The scope of this research is broad, encompassing diverse facets of affiliate marketing. It scrutinizes the impact of affiliate marketing strategies across different sectors, such as retail and services, assessing their influence on consumer behaviour and business outcomes. Furthermore, it delves into the ethical considerations and regulatory challenges associated with affiliate marketing, underlining the need for transparency and trust in these commercial relationships. In terms of originality, this research presents several novel contributions. It compiles and synthesizes existing literature on affiliate marketing, which is currently dispersed across various fields and contexts. It provides insights into the latest trends and technological advancements crucial for businesses and marketers in an ever-changing digital landscape. Additionally, it pinpoints areas necessitating further research, thereby shaping the future trajectory of studies in affiliate marketing.

The significance of this research lies in its ability to inform and guide businesses and marketers in fine-tuning their affiliate marketing strategies. By dissecting the elements that drive the success of affiliate marketing initiatives, businesses can make more strategic decisions regarding resource allocation and partnership selection. This research also serves as a valuable resource for policy-makers and regulators, offering insights into the complexities and ethical concerns of affiliate marketing, thus aiding in the development of balanced and effective regulatory frameworks. In summary, this literature review aims to provide a detailed and nuanced understanding of affiliate marketing in the digital era. By analysing prior studies, pinpointing current trends and challenges, and underscoring areas ripe for future exploration, this study aspires to make a significant contribution to the field of digital marketing. Its findings are poised to benefit academics, industry practitioners, and policy-makers, offering key insights into one of the most dynamic and pivotal facets of contemporary marketing.

Searching Methodology for Literature

For the data collection process in this research, the chosen method was to utilize the Scopus database, renowned for being one of the largest and most comprehensive bibliographic databases, featuring journals that boast a significant Impact Factor. This particular database was selected due to its extensive coverage and the quality of its sources, ensuring that the research is based on reputable and impactful scholarly works. The focus of the research being centred on affiliate marketing, the search criteria were specifically tailored to include articles that pertain to “Business, Management and Accounting”, “Computer Science”, and “Social Sciences”, domains integral to understanding the multifaceted nature of affiliate marketing. To refine the search, the authors employed a targeted keyword strategy, using the combination "Affiliate AND Marketing" in their query. This approach was designed to yield results that are directly relevant to the core topic of the study.

The search within the Scopus database was conducted by applying these keyword combinations to the titles, abstracts, and keywords of the papers. This initial search produced a total of 372 publications. To distill this number to a more focused and relevant collection, the authors meticulously reviewed these publications, ultimately narrowing them down to 66 that were most pertinent to the subject matter. In this selection process, criteria such as language and relevance were strictly adhered to; publications not written in English and those that did not directly relate to affiliate marketing were excluded. This rigorous selection process is depicted in Figure 1, which outlines the methodical approach used to arrive at the final set of publications that form the foundation of this research.

Figure 1. Publication selection methodology

2.1.         Descriptive statistics

This segment offers a descriptive analysis of the collected literature on affiliate marketing. Figure 2 delineates the yearly distribution of academic articles from 2000 to 2023. It is evident from the data that there has been a substantial rise in the volume of publications in recent years, highlighting an escalating scholarly interest in affiliate marketing. This upsurge is particularly pronounced from the year 2013 onwards, with a peak observed between 2018 and 2020. Such an increase may be attributable to the growing recognition of affiliate marketing's role in enhancing e-commerce efficacy and shaping consumer engagement in the digital era. Although there appears to be a slight reduction in articles post-2020, the general trend remains positive, suggesting that affiliate marketing continues to be a vital area of research and application. The trend is anticipated to maintain its trajectory in the forthcoming years, in parallel with the ongoing advancements and strategic importance of affiliate marketing in the digital marketing landscape

.

Figure 2. Year of Publication

1. Strategic Focus and Performance Measurement:

This theme underscores the importance of developing and refining affiliate marketing strategies and performance metrics. The literature delves into various methodologies for assessing the success of affiliate campaigns, with a particular focus on specific sectors like tourism. These studies highlight the necessity of customizing approaches to cater to the unique demands of different market environments, indicating a strategic pivot towards more targeted and efficient performance measurement techniques in affiliate marketing. The studies used in this topic are: Yang, Z., Li, Z., Rosenbloom, B. (2017), Mariussen, A.. (2011), Olbrich, R., Bormann, P., & Hundt, M. (2018), Beránek, L. (2019), Libai, Barak & Biyalogorsky, Eyal & Gerstner, Eitan. (2003), Grégori, N., Daniele, R., & Altınay, L. (2013), Iacobucci, D., Grisaffe, D., Duhachek, A., & Marcati, A. (2003). [3, 12, 13, 14, 15, 16, 17]

1. Technological Advancements:

A substantial portion of the research is dedicated to examining the role of technology in enhancing and safeguarding affiliate marketing practices. This encompasses a range of topics from advanced analytics to secure transaction frameworks and innovative parsing technologies that facilitate more effective hyperlink insertion. These studies collectively point to the rapid evolution of technology within the field and underscore an ongoing need for innovation to keep pace with emerging technological trends. The studies used in this topic are: Singhal, K., & Anand, A. (2020), Iwashita, M., Tanimoto, S., & Tsuchiya, K. (2018), Oklander, М., Oklander, T., Yashkina, O., Pedko, I., & Chaikovska, M. (2018), Melli, G. (2014), M. Iwashita & S. Tanimoto (2016), Li, Z. (2013), Stolz, Alex & Hepp, Martin. (2013), Suryanarayana, S. A., Sarne, D., & Kraus, S. (2021). [7, 18, 19, 20, 21, 22, 23, 24].

1. Consumer-Centric Approaches:

Reflecting a shift in focus, the literature emphasizes consumer-centric marketing strategies. Research in this area explores the crucial role of customer segmentation, behavior, and engagement in the success of affiliate marketing campaigns. The significant impact of influencers and content creators is frequently discussed, underscoring the value of personalization and building trust within the affiliate marketing landscape. The studies used in this topic are: Ballestar, M. T., Grau-Carles, P., & Sáinz, J. (2018), Christino, J. M. M., Silva, T. S., Cardozo, É. a. A., De Pádua Carrieri, A., & De Paiva Nunes, P. (2019), Syrdal, H. A., Myers, S., Sen, S., Woodroof, P. J., & McDowell, W. C. (2023), Sakas, D. P., Giannakopoulos, N. T., & Trivellas, P. (2023), Hardianawati. (2023), Ballestar, M. T., Grau-Carles, P., & Sáinz, J. (2018), Patrick, Z., & Hee, O. C. (2021). [8, 25, 26, 27, 28, 29].

1. Ethical, Fraud, and Security Concerns:

Ethics, fraud, and security emerge as major concerns within affiliate marketing. Studies focus on aspects like click-fraud detection, unethical practices, and the need for ethical disclosures. This body of work signals a call for more robust frameworks and standards, aimed at protecting both consumers and businesses and ensuring the sustainability of affiliate marketing through trust and integrity. The studies used in this topic are: Wiatr, R., Lyutenko, V., Demczuk, M., Słota, R., Kitowski, J. (2020), Houghton, S., Moss, M., & Casey, E. (2020), Amarasekara, Bede & Mathrani, Anuradha. (2015), B. R. Amarasekara and A. Mathrani (2016), Amarasekara, B. R., Mathrani, A., & Scogings, C. (2020), Amarasekara, B. R., Mathrani, A., & Scogings, C. (2021), Fox, Ph.D., Paul & Wareham, Jonathan. (2007), Snyder, P., & Kanich, C. (2016), Chachra, N., Savage, S., & Voelker, G. M. (2015). Mangiò, F., & Di Domenico, G. (2022).[2, 4, 10, 30, 31, 32, 33, 34, 35, 36]

1. Marketing Communications and Social Media:

The role of various communication channels, particularly social media, receives considerable attention. The literature examines how social media endorsements, email marketing effectiveness, and the interplay of social media marketing with industries like betting contribute to the growing complexity of affiliate marketing in today's digital age. The studies used in this topic are: Hudák, M., Kianičková, E., & Madleňák, R. (2017), Olbrich, R., Schultz, C. D., & Bormann, P. (2019), Mathur, A., Narayanan, A., & Chetty, M. (2018), Houghton, S., & Moss, M. (2021), Swart, M., Lopez, Y., Mathur, A., & Chetty, M. (2020), Haikal, Ehab & Freihat, Sultan & Moh, Diana & Homsi, Adnan & Joudeh, Jamal & Hashem, Tareq. (2020), Houghton, S., McNeil, A., Hogg, M., & Moss, M. (2019). [9, 11, 31, 37, 38, 39, 40] 

1. Economic and Financial Implications:

Several studies delve into the economic and financial dimensions of affiliate marketing. Topics such as revenue models and the broader economic impact of affiliate strategies are analyzed, indicating a keen interest in understanding the monetization and financial viability of affiliate marketing, especially in relation to broader economic factors and financial services. The studies used in this topic are: Berger, B. (2017), Brear, D., & Barnes, S. J. (2008), Cobb NK, Brookover J, Cobb CO. (2015), Berger, Benedikt. (2016), Edelman, B., & Brandi, W. (2015), Fox, P. B., & Wareham, J. (2010), L. L. Rolim, J. E. Simões and D. R. Figueiredo (2020), D. P. Sakas, N.T. Giannakopoulos, D.K. Nasiopoulos, N. Kanellos, G.T. Tsoulfas (2023), Sakas, M. (2012), Becker, J., & Riedel, N. (2012). [8, 42, 43 44. 45, 46, 47, 49, 62]

1. Broader Marketing and E-commerce Trends:

Finally, the literature addresses how affiliate marketing integrates with and influences the wider e-commerce and digital marketing ecosystem. This includes discussions on market trends, the overall impact of affiliate marketing on e-commerce, and the effects of cultural differences on online advertising effectiveness. The studies used in this study are: Duffy, D. L. (2005), Matidza, I., Tao, P., & Nyasulu, C. (2020), Terada, T., et al. (2020), Haq, Z. U. (2012), Farías, P. (2012), Sadowski, B. M., & Sadowski-Rasters, G. (2006), Brettel, M., & Spilker‐Attig, A. (2010), Linderman, M., & Woody, M. (2002), Perry, M. L., & Shao, A. T. (2003), Konwar, Z., Papageorgiadis, N., Ahammad, M.F., Tian, Y., McDonald, F. and Wang, C. (2017). [1, 50, 51, 52, 53, 54, 55, 56, 57, 58]

The detailed analysis on each topic will be discussed on the results and discussion section. On the other hand, if the papers are sorted by the research method it will be as follow:

Table 1. Classification of the method

The table 1 provides a classification of research methods based on the frequency of their use in a range of studies spanning from 2003 to 2023, indicating an extensive review of literature over a broad period. Among the methods, the Quantitative approach is the most prevalent with 32 studies, suggesting it may be a preferred method or more applicable within the scope of this review. Conceptual methods follow with 13 studies, Qualitative with 10, Experiment with 7, and Mixed methods are the least used with only 3 studies, hinting that integrating qualitative and quantitative techniques might be less common or more complex. Additionally, the table reflects the collaborative and international nature of academic research, as seen in the multitude of authors from diverse backgrounds, highlighting the global and cooperative effort in scholarly investigations.

The landscape of affiliate marketing, as comprehensively analyzed through literature review, reveals a complex and multi-layered arena. It involves a diverse array of stakeholders including merchants, content creators, consumers, and technology providers, each contributing to its vibrant dynamism. This field is characterized by its continuous evolution, marked by significant challenges and propelled by innovative breakthroughs. The interplay of various elements within this ecosystem makes affiliate marketing a fascinating area of study and application. In detail, the result of the synthesis of each thematic group is as follow:

1. Strategic Focus and Performance Measurement:

In the realm of affiliate marketing, strategic focus and performance measurement are paramount, with trust between affiliates and merchants being a critical factor. Becker and Riedel (2012) [49] highlight the significant impact of cross-border tax effects on affiliate investments and performance, while Beránek (2018) [65] emphasizes the necessity of commitment and active participation in in-house affiliate marketing networks for effective performance measurement. The user click path, a vital metric, is shaped by various factors, from the diversity of text links used by affiliates to merchants' search engine advertising strategies [14]. This complex process involves user interactions that are not isolated but part of a click-to-lead-to-sale sequence, influenced by cultural and sectoral differences, underlining the importance of understanding customer evaluation models for optimizing affiliate marketing strategies.

The governance of affiliate-merchant relationships adapts to the level of environmental uncertainty, with a shift towards behavior-based control systems in high-uncertainty scenarios or larger team sizes, contingent on the merchant's risk tolerance and monitoring capabilities [12]. Preferences for control systems differ among affiliates; content providers often prefer behavior-based systems, while shopping incentivizers opt for outcome-based systems. Contractual terms, such as pay-per-lead for one-to-one partnerships and pay-per-conversion for broader networks, are crucial in addressing issues like double marginalization and free-riding, tailoring relationships to specific affiliate types and merchant needs [16] .

Ultimately, the efficacy of affiliate marketing networks hinges on the quality of organizational and managerial practices. Success is achieved by fostering win-win relationships, ensuring continuous communication and trust, setting clear and measurable goals, offering appropriate incentives, and maintaining high standards. These factors are the bedrock of strategic focus and performance measurement, integral to the synergistic interaction between affiliates and merchants, and are key to driving performance and strategic outcomes in affiliate marketing endeavors.

1. Technological Advancements:

Technological advancements play a crucial role in shaping the landscape of affiliate marketing. Recent studies, including those by Ashok et al. (2020) [61], have placed significant emphasis on the importance of e-business analytics, employing tools such as ETL and Self-Service Business Intelligence to strategize effectively in affiliate marketing. This analytical approach is complemented by the burgeoning field of mobile marketing, where evolving strategies for monetizing applications underscore the need for businesses to effectively harness mobile platforms. Concurrently, an integrated approach to affiliate marketing, focusing on interaction models and varied pricing strategies for optimizing mutual benefits in affiliate partnerships, has been highlighted in studies like that of Libai et al. (2003) [16].

In the broader context of online marketing, the intersection of technology and strategy becomes evident through four key areas: social media marketing, customer relationship management, affiliate marketing, and word-of-mouth marketing. Each strategy presents unique advantages and challenges, as explored in comprehensive literature reviews and case studies, including Duffy’s exploration of the impact of affiliate marketing on e-commerce [1]. The common thread across these studies is the need for an adaptive and informed application of these strategies to fully leverage their potential. Additionally, the integration of Semantic Web data into Web applications, as discussed by Stolz and Hepp (2013) [23], marks a significant advancement towards more interconnected and intelligent web platforms.

Furthermore, the aspect of security in technological advancements in affiliate marketing is underscored by the work of Iwashita, Tanimoto, and Tsuchiya (2016) [21], who focus on the development of a highly secure transaction system. This emphasis on security is a vital consideration in today's increasingly digital and cyber-focused landscape. In addition, the innovative approach to information disclosure schemes, as examined by Suryanarayana et al. (2021) [24], highlights the importance of strategic information management in technological ecosystems. These advancements indicate a shift towards more sophisticated and secure systems in affiliate marketing, addressing key issues such as data privacy and transaction security, which are essential for maintaining trust and efficiency in the rapidly evolving digital marketing environment.

1. Consumer-Centric Approaches:

Consumer engagement in affiliate marketing is significantly influenced by an understanding of different consumer profiles and behaviors. The work of Ballestar, Grau-Carles, and Sáinz (2018) [25] on customer segmentation in e-commerce, along with Christino et al. (2019)'s [26] exploration of consumer affiliation to cashback programs, highlights the importance of tailoring marketing strategies to diverse consumer preferences. This approach is further reinforced by insights into the spectrum of user profiles within affiliate marketing platforms, ranging from immature referees to highly engaged convenience buyers. Each segment exhibits unique engagement levels and profitability, necessitating targeted marketing strategies. Additionally, the role of backlinks, referral domains, and linguistic styles in enhancing brand engagement emphasizes the nuanced factors that influence consumer interactions [8].

Several determinants are pivotal in shaping the adoption of affiliate marketing strategies by SMEs, with perceived usefulness, observability, and social influence recognized as significant influencers [29]. The presence of a developmental organizational culture moderates these determinants, indicating the impact of an organization's internal environment on the effectiveness of affiliate marketing. Moreover, the strong impact of affiliate marketing content on consumer purchase decisions underscores the vital role of compelling digital content in driving sales and enhancing brand presence [28]. Advanced mechanisms, including transparent information disclosure and dynamic pricing, are suggested for improving profitability and catering to varying consumer needs.

The use of advanced technologies, such as machine learning and artificial neural networks, is transforming the landscape of affiliate marketing. The predictive power of these technologies, particularly in forecasting the quality of new customers referred by existing ones, is noteworthy. Transactional histories of referrers emerge as key indicators of prospective customer quality. Furthermore, integrating factors like ease of use, personal capacity, perceived risk, and behavioral considerations into consumer behavior models accounts for a significant portion of variance in consumer responses. These insights collectively suggest that leveraging these dimensions can lead to more effective and nuanced affiliate marketing strategies, better aligned with consumer behavior and preferences.

1. Ethical, Fraud, and Security Concerns:

Affiliate marketing, while a potent tool for business growth, is not immune to ethical concerns and fraudulent activities. Studies by Amarasekara and Mathrani (2016) [2] delve into the challenges of controlling risks and fraud in this domain, providing critical insights into the balance between effective marketing strategies and ethical practices. Furthermore, Amarasekara, Mathrani, and Scogings (2020) [32] explore specific fraudulent activities like cookie-stuffing and stalking, which have become prevalent issues in the industry. These unethical practices not only undermine the integrity of affiliate marketing but also highlight the urgent need for stringent ethical standards and robust monitoring systems to safeguard all stakeholders.

The landscape of affiliate marketing is further complicated by a variety of ethical and fraud concerns, which disproportionately affect large networks such as CJ Affiliate and Rakuten LinkShare [36]. Despite the predominance of honesty within the affiliate community, over a third of publishers in affiliate programs have been implicated in fraudulent tactics, impacting the industry's credibility. In sectors like sports betting, ethical dilemmas become even more pronounced, with marketing strategies potentially exploiting vulnerable consumers [31, 38]. To combat these challenges, the implementation of transaction reconciliation applications, refined cookie tracking controls, and increased education about affiliate marketing technologies have been suggested, aiming to foster a more transparent and responsible marketing environment.

Amarasekara & Mathrani (2016) [2] mentioned that technological advancements in affiliate marketing have led to the development of innovative tools such as the Affiliate Marketing Network Simulation and Testing Environment (AMNSTE). This tool is designed to simulate affiliate networks and detect fraudulent schemes, while also providing behavioral data on customer purchasing patterns. However, the current methods of online cross-domain tracking face challenges in reliability and privacy concerns, varying in their degree of intrusion and technical necessity [33]. As the affiliate marketing industry continues to evolve, it is imperative to maintain a vigilant and proactive approach in ensuring ethical responsibility and security for all parties involved, balancing technological advancements with the need for ethical and secure marketing practices.

5.            Marketing Communications and Social Media:

The transformative impact of social media on affiliate marketing is increasingly recognized. Duffy's 2005 [1] research underscores how the landscape of marketing communications, particularly in e-commerce, is being reshaped by social media and digital platforms. This evolution is further exemplified in Mariussen's 2010 [66] case study, which highlights the significance of effective communication in the development of in-house affiliate marketing networks. These studies collectively point to the growing importance of social media platforms in strategizing and executing affiliate marketing campaigns, emphasizing the need for businesses to adeptly navigate these digital spaces to enhance their marketing effectiveness.

In the realm of betting and gambling, social media's role is complex yet influential. Affiliates, through their social media activity, significantly impact bettors' behaviors, especially with medium complexity bets. This influence, however, varies with bet complexity and the bettors' account types. The Problem Gambling Severity Index (PGSI) score is a critical determinant in this dynamic [38]. Interestingly, gambling operators and affiliates use different strategies on social media, with the latter often resorting to emotional appeals, scarcity, and urgency, yet both groups seldom promote responsible gambling. In terms of disclosures in affiliate marketing, there's a notable deficiency with only a small percentage adhering to FTC guidelines [9]. The effectiveness of 'Explanation' disclosures over 'Affiliate Link' types and the role of tools like AdIntuition in identifying affiliate content highlight the need for more transparent practices in this digital marketing sphere [39].

The crafting of engaging content, especially in email marketing, is crucial in capturing consumer interest, a strategy that is widely employed by cosmetics companies on social media. The focus on main promotional sections and product offerings underscores the strategic use of social media in these companies' marketing mix, with cost-per-click/pay-per-click being a predominant strategy. This trend not only reflects the critical role of social media endorsements in the cosmetics industry but also indicates the broader implications for affiliate marketing strategies. The effective utilization of social media platforms, coupled with clear and ethical communication, is essential for modern affiliate marketing campaigns to succeed and resonate with their target audiences.

6.             Economic and Financial Implications:

The financial and economic dimensions of affiliate marketing are pivotal for grasping its overall impact. Berger's 2017 [65] research delves into the commerce-oriented revenue models for content providers, illuminating the financial aspects of affiliate marketing strategies. This is complemented by Beránek's 2019 [15] study, which offers insight into the economic considerations essential for the development of an in-house affiliate marketing network. These studies collectively underscore the significance of understanding the intricate financial models and economic factors that underpin successful affiliate marketing initiatives.

In the diverse sectors where affiliate marketing is applied, its impact varies. For example, in cryptocurrency wallet applications, affiliate marketing metrics are shown to influence user engagement metrics like pages per visit, albeit without significantly boosting organic traffic [8]. This effect differs in the supply chain sector, where the impact on website visibility depends on the traffic source [40]. The market potential of affiliate marketing also varies across different industries, with a notably higher success likelihood in the credit card market compared to the mortgage market, influenced by factors such as search engine rankings and content organization [42]. Moreover, the influence of commerce-oriented revenue models on the credibility of product-related content highlights the critical role of trustworthiness in affiliate marketing scenarios. In contrast, tax policies are shown to influence foreign affiliate investments significantly, with the reduction in statutory tax rates in the parent country potentially boosting investments, while lower withholding tax rates in the host country might have the opposite effect [49].

The structural and management aspects of affiliate networks have profound implications as well. The preference for in-house staff or outsourced specialists can influence the balance between expertise, scale, and the protection of merchant interests. While network managers are adept at addressing clear violations, their responses to grey-area practices can be varied, often influenced by the potential increase in their fees. In the hotel industry, for instance, chain affiliation can enhance strategic entrepreneurship by providing access to vital resources and networks, thereby boosting performance and customer satisfaction. These findings highlight that the revenue models adopted by content providers significantly influence their perceived trustworthiness and credibility, with affiliate marketing models often perceived as more trustworthy. This insight is particularly relevant for content providers seeking sustainable and credible revenue models in the digital economy.

7.             Broader Marketing and E-commerce Trends:

In the broad scope of e-commerce and digital marketing, affiliate marketing emerges as a pivotal element. Studies like Becker and Riedel's (2012) [49] on the cross-border tax effects on affiliate investments shed light on global trends in affiliate marketing. This complements the insights provided by Libai, Biyalogorsky, and Gerstner (2003) [16] regarding referral fees in affiliate marketing, which are crucial for understanding the evolving landscape of e-commerce and digital marketing. These studies highlight the intricate dynamics and global impacts of affiliate marketing in the digital economy.

In this rapidly changing environment, creating mutually beneficial relationships between advertisers and affiliates has become essential. The emphasis on affiliate marketing as a strategic tool for e-commerce businesses is evident in how consumer attitudes are shaped by factors like trust, informativeness, and incentives [25]. Companies like AFP Innova demonstrate this through strategic differentiation and innovative marketing approaches, which significantly impact their growth and profitability [64]. This approach, along with the nuanced understanding of various markets and the implementation of Direct Marketing Capabilities (DMC), especially in non-metropolitan areas, exemplifies the diverse strategies needed for success [58]. Additionally, the adoption of e-commerce and Application Service Providers (ASPs) varies across industries, with factors like cost savings, efficiency, and improved customer service driving adoption, while challenges like security concerns and customer demand act as barriers [56]. Effective internet marketing communication in both B2B and B2C markets hinges on a profound understanding of audience characteristics, message content, design, and delivery [57].

The influence of cultural factors on the effectiveness of different advertising channels is also critical [3]. On-demand channels, for instance, have a more significant impact on short-term success than push-channels, underlining the importance of tailored advertising strategies [55]. In the field of ICT, the development of risk assessment technologies based on user behavior and PC operations logs demonstrates the broadening application of these technologies. Despite obstacles such as high operating costs and unreliable internet, regions like Malawi are embracing online digital marketing strategies, utilizing channels like email, social media, and affiliate marketing [50]. They are adapting with tactics like mobile apps and frequent website updates to enhance digital marketing performance. Overall, these thematic areas offer a comprehensive view of the current state of affiliate marketing, underscoring its dynamic nature, the challenges it faces, and the innovative solutions being developed and implemented. As the field of affiliate marketing continues to evolve, these themes are likely to remain crucial in guiding strategy development and refinement in this vibrant and ever-changing sector.

The comprehensive review of literature in the field of affiliate marketing reveals a dynamic and innovative ecosystem, yet one that is not without its significant challenges. These challenges necessitate both careful consideration and a commitment to further research to enhance understanding and effectiveness in this domain.

The issue of deceptive practices in affiliate marketing is particularly pressing. While current research sheds some light on these practices, there is a notable gap in comprehensively understanding their full spectrum and impact. Future research should pivot towards developing advanced detection methods, potentially harnessing the power of machine learning and artificial intelligence, to proactively identify and mitigate such unethical practices. Moreover, there is an imperative need for empirical studies that assess the effectiveness of regulatory changes and ethical guidelines, aiming to bolster the trustworthiness and credibility of affiliate marketing practices.

The current literature presents a nuanced understanding of merchant preferences for control systems in affiliate marketing. However, it falls short in offering comprehensive models that fully encapsulate the diverse nature of affiliate relationships. Future research should endeavor to develop adaptive control systems, tailored to meet the specific needs of various affiliate types and team sizes. Longitudinal studies would also be beneficial, offering insights into how these preferences evolve in response to market and technological shifts.

Consumer segmentation in affiliate marketing is well-documented, but what is less understood are effective strategies for engaging these distinct segments. There is a compelling need for research focused on developing targeted marketing strategies, specifically designed to cater to the unique characteristics and behaviors of each consumer cluster. Additionally, exploring the long-term profitability and lifecycle of these segments would provide valuable insights for sustainable affiliate marketing strategies.

The impact of technological advancements on affiliate marketing is undeniable, yet there is a discernible gap in effectively leveraging these technologies across diverse platforms. Future studies should focus on establishing best practices for integrating emerging technologies into affiliate marketing strategies, assessing their long-term impacts on marketing outcomes.

In sectors like sports betting, ethical issues are particularly pronounced, underscoring the need for enhanced transparency. However, the research on the effectiveness of current ethical practices and disclosure is limited. Future research endeavors should delve into the impact of varying disclosure formats on consumer trust and behavior. There is a clear opportunity for experimental studies to test different ethical marketing approaches to identify those that are most effective.

Fraud detection is another critical area in affiliate marketing, requiring ongoing improvements in security measures to keep pace with evolving fraudulent tactics. Future research should be geared towards creating sophisticated predictive models for fraud detection and exploring both psychological and technological factors that contribute to effective fraud prevention. Moreover, the ethical implications of these fraud detection methods warrant investigation, ensuring that they uphold principles of privacy and fairness.

Current disclosure practices in affiliate marketing are not as effective as they could be, with many consumers still unaware of the nature of affiliate links. Future research should explore the impact of various types of disclosures on consumer understanding and trust. Investigating how different demographic groups respond to these disclosures and how they influence consumer decision-making could provide crucial insights for improving these practices.

In summary, while the existing body of research lays a solid foundation for understanding the complexities of affiliate marketing, each identified area has its unique set of limitations and potential avenues for exploration. As the affiliate marketing field continues to evolve, these research suggestions offer a pathway to deepen the understanding of its mechanisms and enhance the efficacy and integrity of affiliate marketing practices.

Author Contributions: All authors contributed equally to the writing of this paper. All authors read and approved the final manuscript.

Conflicts of Interest: There are no conflicts of interest.

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