AFFILIATE MARKETING STRATEGIES TOWARDS CUSTOMER ENGAGEMENT AND SALES CONVERSION OF APPAREL PRODUCT AMONG WORKING-CLASS MILLENNIALS

Authors: Krissy Meah P. Notarte, Shaina B. Parungao, Lawrence B. Patchaligan, Noemi B. Alapad, Jefferson T. Ramos & Ritch M. Banate

ABSTRACT

This study determined the impact of affiliate marketing strategies on customer engagement, repeat engagement, sales conversion, and key performance metrics such as social media engagement, click-through rate (CTR), and time spent on page, specifically targeting working-class millennials. The researchers employed non-probability sampling methods, including purposive, quota, and convenience sampling techniques, selecting 150 participants who were familiar with affiliate marketing and actively purchased apparel products online. The findings revealed that most participants were aged 28-30 years, predominantly female, married, and had a monthly income ranging from Php 15,001 to Php 20,000. Affiliate marketing strategies significantly enhanced customer engagement, with social media interactions and influencer promotions fostering strong connections between consumers and brands. Metrics such as social media engagement, CTR, and time spent on page indicated that well-executed campaigns effectively drive traffic, keep customers engaged, and encourage repeat transactions. Influencers played a critical role in fostering repeat engagement and customer loyalty through consistent promotions and personalized content. Ultimately, the study concluded that affiliate marketing strategies successfully convert customer interest into purchases, increasing both immediate and repeat transactions through trusted recommendations and clear calls to action.

Keywords: Affiliate marketing strategies, customer engagement, sales conversion, working-class millennials.

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