The Concept and Essence of Affiliate Marketing: Historical Development and Main Characteristics of the Concept

The purpose of the article is to study the concept, essence and historical development of affiliate marketing, as well as to identify its main characteristics as a modern concept of Internet marketing. Particular attention is paid to the analysis of the evolution of partnership mechanisms and their impact on commercial communications in the digital environment. Research methods: in the course of the study, a set of general scientific and special methods was used, in particular, analysis, synthesis, comparison and generalisation to reveal the theoretical foundations of affiliate marketing. The historical and logical method allowed to trace the evolution of the concept, and the systematic approach allowed to determine its main characteristics and place in modern marketing activities.