O marketing de afiliados e a cadeia de fornecimento: uma análise da responsabilidade civil

Abstract

This article intends to address consumer relations in electronic commerce, focusing on the figure of the digital affiliate, a subject recently perceived in consumer relations and which generates discussion as to its framework in existing institutes. For this, the impacts of the insertion of this figure in e-commerce sales are analyzed, as well as an elucidation of their roles before the consumer and the site to which they are affiliated. For that, a bibliographical research is carried out, with the approach of articles and doctrines relevant to the theme. As a result, it is concluded that the figure of the digital affiliate is part of very complex supply chains, which is why the consumer is often not even aware of its presence. Furthermore, as its main characteristic is not the production of digital content, it cannot be characterized as an influencer. In this way, the idea of an equal supplier is introduced, a doctrinal construction that can solve many existing gaps from the modernization of supply chains