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

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.