Abstract

Purpose: The goal of this study is to systematically examine research reference trends related to Affiliate Marketing from 1946 to 2022. This research will focus on the development trend affiliate marketing in e-commerce on Scopus data-based scholar.

Design/methodology/approach: A mixed method approach was used in this study, combining bibliometric methods and a literature review. From 1946 to 2022, 46 international publications with the keyword affiliate marketing were sourced from the Scopus scholar database via web scraping.

Findings: According to the findings of this study, studies on affiliate marketing in e-commerce are dominated by several fields of study such complexity approach, evolution, fraud, risk, marketing integration, merchant, search engine advertising, business performance, customer activity, digital content marketing, incentive, information, commitment, demand, e-commerce and social media. According to the findings of this study, there are at least three major perspectives that are commonly used when discussing affiliate marketing in e-commerce. However, this does not imply that no other perspectives are used in addition to these findings.

Research limitations/implications: The research's limitation is the scope of the articles used, which were sourced from the Scopus database. The recommendations in this study can be used as hypotheses in the future, in addition to research with broader literature sources, and comprehensive and in-depth follow-up research can be conducted. The study's findings are expected to be useful to academics affiliate marketing in e-commerce