The factors influencing customer purchase intention through affiliate links on social media in Thailand

Abstract

This thematic paper explores the factors that influence customers' purchase intention through affiliate links on social media. With the increasing use of social media for marketing and advertising purposes, affiliate marketing has emerged as a popular strategy for online marketplaces to promote products. However, the factors that drive customers to make purchases through affiliate links on social media remain poorly understood. To address this gap, this study conducted a literature review and identified several factors that may influence customers' purchase intention, including informativeness, social influence, perceived risk, trustworthiness, and ease of use. The study conducted the quantitative method by collecting data via an online survey from 150 respondents. The results show that the customers, who purchased Shopee and Lazada products through affiliate links on Facebook and Twitter, agreed that the factors of ease of use, informativeness, and social influence influenced them to gain purchase intention. The study also discusses the findings and recommends strategies for affiliates and marketplace applications to enhance the effectiveness of affiliate marketing on social media.