Measuring the Impact of Affiliate Marketing Strategies on Consumer Trust of College of Business and Accountancy Students at Gordon College

Ayesha Anne R Abella; Lian Ashley Alabarca; Shawn Arichea; Ariel Balingasa; Renalyn D Calimlim; Brad Axl Cantero; Joy Ann Ragasa; Roger Idos

doi:10.55927/ajabm.v5i3.64

Authors

Ayesha Anne R Abella Gordon College
Lian Ashley Alabarca Gordon College
Shawn Arichea Gordon College
Ariel Balingasa Gordon College
Renalyn D Calimlim Gordon College
Brad Axl Cantero Gordon College
Joy Ann Ragasa Gordon College
Roger Idos Gordon College

DOI:

https://doi.org/10.55927/ajabm.v5i3.64

Keywords:

Affiliate Marketing, Consumer Trust, Digital Marketing, Influencer Marketing, Social Media Platforms

Abstract

The rapid growth of social commerce and influencer-driven promotions has transformed how consumers discover and evaluate products. While affiliate marketing is widely used, limited research has examined how specific affiliate marketing practices influence consumer trust among college students in the Philippine context. This study investigated the relationship between affiliate marketing practices and consumer trust among College of Business and Accountancy students at Gordon College. Using a quantitative descriptive-correlational design, data were collected from 287 respondents through stratified random sampling. Findings showed that TikTok Shop was the dominant platform, with moderate exposure, interaction, clicking, and purchasing behaviors. Credibility, authenticity, platform characteristics, and link placement influenced trust. Consumer trust was high. Results revealed a strong positive relationship between affiliate marketing practices and consumer trust (r = 0.78, p = 0.000), underscoring the importance of credibility and transparency in digital commerce.

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