Antecedents of consumer attitude towards affiliate marketing advertisements in retail sector: Special reference to generation Z consumers in Western province, Sri Lanka

Abstract

Affiliate marketing is a crucial aspect of digital marketing, offering businesses a cost effective and performance-based method to engage with their target audience. Although it is an essential strategy, researchers have identified that consumers' trust in affiliate marketers is limited due to authenticity and commercialization concerns, with influencer fatigue indicating growing skepticism. Therefore, this study investigates the influence of consumer attitudes on affiliate marketing advertisements in Generation Z, particularly within the Western Province of Sri Lanka. However, there is a lack of comprehensive studies that bridge the gap between affiliate marketing theory and the practical execution of affiliate programs, particularly in the retail sector in Sri Lanka. Following a quantitative research design and a deductive approach, this study focused on 384 respondents residing in the Western Province of Sri Lanka who have encountered or been exposed to affiliate marketing promotions within the retail sector among Generation Z residents. Data were gathered using a purposive sampling method through a self-administered questionnaire, and regression analysis conducted for the data analysis. The informativeness results and showed that entertainment significantly enhanced the perceived value of affiliate marketing advertisements among Generation Z. Social norms and irritation had a minimal impact on value perception. The study also found a strong positive correlation between the perceived value of affiliate marketing ads and overall consumer attitude. The results underscore the need for marketers to prioritize informative and entertaining content to build trust and positive perceptions, thereby shaping the future of affiliate marketing practices for this influential consumer group.