Assessing the Efficacy of Cryptocurrency Applications' Affiliate Marketing Process on Supply Chain Firms' Website Visibility

【Author】 Sakas, Damianos P.; Giannakopoulos, Nikolaos T.; Nasiopoulos, Dimitrios K.; Kanellos, Nikos; Tsoulfas, Giannis T.

【Source】SUSTAINABILITY

【影响因子】3.889

【Abstract】Recent developments in blockchain technology have enabled the development of wallet applications for storing peoples' cryptocurrency reserves. Cryptocurrency wallet applications could deploy affiliate marketing processes to increase the visibility of their products. From these affiliate marketing processes, supply chain firms in the air forwarding sector that seek to advertise their services to a larger audience could be benefited. This research examines whether affiliate marketing initials of cryptocurrency wallet applications affect their digital marketing efficiency, as well as whether air forwarding firms' website visibility could be benefited from them. After collecting the required Web Analytic data, the authors performed statistical analysis (correlations and linear regressions), followed by Fuzzy Cognitive Mapping (FCM) macroanalysis and Hybrid Modeling (HM) microanalysis to assess the outcomes of cryptocurrency wallet applications' affiliate marketing programs. Hence, from the deployed methodology, valuable insights arose. The first part of the produced outcomes concerns the effect of cryptocurrency wallet application affiliate marketing metrics on their digital marketing results. The increased implications of affiliate marketing metrics (referring domains, backlinks, etc.) decrease the number of pages their visitors see. Regarding the air forwarder firms' website visibility, specific metrics (branded and referral traffic) were increased and others (social traffic) were decreased from the increment of cryptocurrency wallet application affiliate marketing metrics (backlinks, internal links, etc.). Supply chain firms, in the air forwarding sector, could have increased website visibility by deploying advertisements and affiliate marketing initiatives with cryptocurrency wallet organizations. Summing up, specific affiliate marketing metrics of cryptocurrency wallet applications are capable of significantly impacting their digital marketing performance and also constitute determinant factors of supply chain firms' website visibility.

【Keywords】strategic digital marketing; digitalization; sustainability; supply chain; innovation; process optimization; blockchain; big data; Decision Support Systems (DSSs)

【发表时间】2023 APR 28

【收录时间】2023-06-20

【文献类型】实证数据

【主题类别】

区块链应用-实体经济-供应链