{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,9,27]],"date-time":"2025-09-27T10:26:56Z","timestamp":1758968816103},"reference-count":35,"publisher":"IGI Global","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2010,1,1]]},"abstract":"<p>Internet-based affiliate marketing programs have emerged as one of the fastest-growing methods for online retailers to acquire customers and increase sales by tapping into the power of independent web sites to reach a large, diverse audience of potential customers. However, while these programs have proven effective in increasing website traffic and sales, illegal or inappropriate activities on the part of affiliates could negatively impact a retailer\u2019s brand in the eyes of customers. This study is an exploratory analysis of governance mechanisms (formal contracts, partner selection, incentives and monitoring) in one-to-many affiliate programs in Spain. Agency theory and transaction cost analysis provide the theoretical background. The conclusion is that there is a significant lack of transparency in the guidance and restrictions communicated to affiliates, and a lack of systematic monitoring of affiliate behavior, which increases the risk of opportunism or misconduct. General recommendations for managers of affiliate programs are considered.<\/p>","DOI":"10.4018\/jebr.2010100901","type":"journal-article","created":{"date-parts":[[2010,4,16]],"date-time":"2010-04-16T17:53:26Z","timestamp":1271440406000},"page":"1-18","source":"Crossref","is-referenced-by-count":6,"title":["Governance Mechanisms in Internet-Based Affiliate Marketing Programs in Spain"],"prefix":"10.4018","volume":"6","author":[{"given":"Paul B.","family":"Fox","sequence":"first","affiliation":[{"name":"ESADE - Ramon Llull University, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jonathan D.","family":"Wareham","sequence":"additional","affiliation":[{"name":"ESADE - Ramon Llull University, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"jebr.2010100901-0","unstructured":"AffStat. (2006). Affiliate program merchant facts & figures. Shawn Collins Consulting. 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