| Definition | Performance-based marketing where affiliates promote products/services for a commission. | Strategy focused on rapidly spreading a message or campaign through social sharing and word-of-mouth. | Collaborating with influential individuals to promote products/services to their audience. | Encouraging existing customers to refer others to a business in exchange for incentives. |
| Primary Participants | Affiliates (publishers, bloggers, influencers) and merchants (brands, advertisers). | Audience and users who share content voluntarily across networks. | Influencers (individuals with a dedicated following) and brands. | Advocates (existing customers) and potential customers. |
| Relationship Dynamics | Transactional – based on performance and conversions (e.g., clicks, leads, sales). | Viral content spreads organically and is often not directly incentivized. | Collaborative – influencers create content in partnership with brands for compensation. | Relationship-based – advocates refer others based on positive experiences and incentives. |
| Incentives | Commission-based (earnings from sales or actions generated through referrals). | Content sharing for social currency, entertainment, or emotional appeal. | Financial compensation, free products, or other perks. | Rewards, discounts, credits, or exclusive offers for successful referrals. |
| Key Metrics | Click-through rate, conversion rate, commission earnings. | Reach, engagement (likes, shares, comments), virality coefficient. | Engagement rate, impressions, reach, ROI of influencer collaborations. | Number of referrals, conversion rate of referred customers. |
| Control over Messaging | Affiliates have control over how they promote products/services. | Content may spread organically and evolve beyond initial brand messaging. | Brands collaborate with influencers to align messaging with brand guidelines. | Advocates share personal recommendations based on experiences. |
| Purpose | Drive sales, leads, and conversions for merchants. | Increase brand visibility, awareness, and engagement rapidly. | Reach and engage specific target audiences authentically. | Acquire new customers and foster brand advocacy. |
| Examples | Amazon Associates, affiliate networks, review websites. | Ice Bucket Challenge, meme campaigns, viral videos. | Daniel Wellington’s influencer collaborations, fashion bloggers. | Dropbox’s referral program, Airbnb’s invite a friend program. |
