IDEAS home Printed from https://ideas.repec.org/a/ssi/jouesi/v13y2025i2p325-339.html

The relationship of content and affiliate marketing strategies with varying shopping behaviours

Author

Listed:
  • Valavadra Sahu

    (Sambalpur University, India)

  • Saroj Kumar Sahoo

    (Sambalpur University, India)

  • Simran Babu

    (Sambalpur University, India)

  • Sandhyarani Sahoo

    (Gangadhar Meher University, India)

  • Juraj Fabus

    (University of Žilina, Slovakia)

  • Miriam Garbarova

    (University of Žilina, Slovakia)

Abstract

This research analyses factors related to customers' variety-seeking shopping behaviour, including marketing analysis and online shopping motives. A key novelty of this study is the conceptualisation of effective marketing as a combined construct of content marketing and affiliate marketing, an approach not yet considered in prior research. This research paper also examines the role of customers’ demographics within this relationship. With an experimental research design, a structured questionnaire was administered to a total of 408 participants, and the responses were examined through techniques of SEM, mediation, and moderation. The findings reveal that effective marketing, through affiliated content, stimulates customers’ shopping motives and directly influences their variety-seeking behaviour. Moreover, demographic variables of customers moderate influence of effective marketing on variety-seeking behaviour, but not the mediated effect via online shopping motives. Retailers can capture variety-seeking behaviour by strategically delivering affiliated content that aligns customer motives with their market offerings.

Suggested Citation

  • Valavadra Sahu & Saroj Kumar Sahoo & Simran Babu & Sandhyarani Sahoo & Juraj Fabus & Miriam Garbarova, 2025. "The relationship of content and affiliate marketing strategies with varying shopping behaviours," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 13(2), pages 325-339, December.
    • Handle: RePEc:ssi:jouesi:v:13:y:2025:i:2:p:325-339
    DOI: 10.9770/y3764249885
    as

    Download full text from publisher

    File URL: https://jssidoi.org/jesi/uploads/articles/50/Sahu_The_relationship_of_content_and_affiliate_marketing_strategies_with_varying_shopping_behaviours.pdf
    Download Restriction: no
    File URL: https://jssidoi.org/jesi/article/1377
    Download Restriction: no
    File URL: https://libkey.io/10.9770/y3764249885?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • L29 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ssi:jouesi:v:13:y:2025:i:2:p:325-339. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Manuela Tvaronaviciene (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.