Search for a command to run...
Purpose Though affiliate marketing (AM) is a widely used digital marketing strategy, a comprehensive synthesis of the literature on this domain and a coherent framework for comprehending the dynamics of this marketing method do not exist. Hence, this study has been conducted to synthesize the literature on AM. Design/methodology/approach This study adopted a hybrid review process incorporating a structured literature review and lexicometric analyses. This study also used the theory, characteristics, context and methodology framework to propose future research directions. Findings The synthesis showed that only a few theories have been used in AM research while surveys have been main methodological choice. This review suggests a conceptual framework by including the antecedents, mediators and outcome variables reported in the AM literature. Lexicometric analysis demonstrated that “online sales”, “digitalization of the market” and “customer responses” are the main themes investigated in AM research over time. Research limitations/implications This review chooses journal articles based on precise inclusion and exclusion criteria and focuses solely on papers published in English. Therefore, the generalizability of the findings to the full body of AM literature may be limited. Originality/value The literature in the AM domain lacks coherence, indicating the necessity for a detailed synthesis. This study synthesizes AM research to show how it has evolved over time and presents a framework that offers a comprehensive explanation of this phenomenon.