Open Access

Christina Miclau, Veronika Peuker, Carolin Gailer, Adrian Panitz, Andrea Müller

• The present paper addresses the research question: What recommendations for action and potential adjustments should an online magazine for beauty and fashion implement in order to make affiliate articles in these sections even more appealing to the target group and provide added value for them? To be able to answer this research question, three hypotheses were defined and tested with usingThe present paper addresses the research question: What recommendations for action and potential adjustments should an online magazine for beauty and fashion implement in order to make affiliate articles in these sections even more appealing to the target group and provide added value for them? To be able to answer this research question, three hypotheses were defined and tested with using qualitative and quantitative research. The qualitative research consisted of user experience testings, where four affiliate articles in the fields of beauty and fashion were tested with 13 participants. The quantitative research involved collecting, analyzing and evaluating data from the four affiliate articles conducted with the company's real-life target group. Based on these results, recommendations for action were derived, which should not only improve the quality of the content in the future, but also increase the efficiency of the implementation of those articles.…