EFFECTIVENESS OF AFFILIATE MARKETING ON THE BUYING BEHAVIOR OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STRAND

Abstract

Affiliate marketing is a form of internet marketing in which an individual or business (affiliate) earns a commission by promoting a company’s products or services. This study aims to assess the effectiveness of affiliate marketing on the buying behavior of Grade 12 Accountancy, Business, and Management (ABM) students at Immaculada Concepcion College. Additionally, the research explores three types of affiliate marketing—unattached, related, and involved—and examines their influence on various buying behaviors, such as complex, dissonance-reducing, habitual, and variety-seeking behaviors. The study employs a descriptive-correlational research design to assess the relationship between affiliate marketing and buying behavior. Stratified sampling is used to categorize the 299 ABM students into distinct subgroups, from which a sample size of 171 ABM students is determined. Simple random sampling is then conducted within each subgroup to ensure a representative sample from each section of the ABM strand. This is because as students’ level of interaction with affiliate marketing increases, its influence on their buying behavior also intensifies. This is supported by a strong positive correlation (Pearson r = 0.727, p-value < 0.00001) between affiliate marketing and buying behavior, indicating a significant relationship. The results indicate that students’ buying behavior is generally somewhat influenced by different types of affiliate marketing. However, when students are more actively engaged with marketing content, the impact of affiliate marketing is noticeably stronger. The data highlights a significant connection between engagement with affiliate marketing and students' purchasing decisions. This underscores the importance of utilizing interactive and engaging marketing strategies to effectively reach and influence students.