The Influence of Social Media and E-Commerce Based Affiliate Marketing on Customer Interest and Purchase Decisions: A Literature Review
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Jun 13, 2025
Keywords:
Affiliate Marketing, Customer Purchase Decision, Customer Purchase Interest, E-Commerce, Social Mediam
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Economy
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Abstract
Affiliate marketing has emerged as a prominent digital marketing strategy, especially through social media and e-commerce platforms, in the era of rapid technological globalization. This literature review aims to analyze the influence of social media and e-commerce-based affiliate marketing on customer interest and purchasing decisions. The study employed a purposive sampling technique and reviewed 10 selected sources, including peer-reviewed journals, theses, proceedings, and other academic literature published between 2018 and 2024. The inclusion criteria were based on relevance to the research topic and methodological quality. Findings from the reviewed literature consistently indicate that affiliate marketing via social media and e-commerce significantly enhances customer interest and drives purchasing decisions by leveraging personalized, visual, and trust-based communication. In conclusion, affiliate marketing strategies integrated with social media and e-commerce platforms are influential tools that shape consumer behavior and decision-making in the digital marketplace
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How to Cite
Bramanto, R. H. ., Pramudani, N. ., Fadhillah, M. ., Khaneisya, R. P. . and Redjeki, F. . (2025) “The Influence of Social Media and E-Commerce Based Affiliate Marketing on Customer Interest and Purchase Decisions: A Literature Review ”, Jurnal Mantik, 9(1), pp. 180-188. doi: 10.35335/mantik.v8i5.6354.
References
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Brilianita, S., & Sulistyowati, R. (2023). Affiliate Marketing on Students' Purchase Interests at TikTok Shop. JPEKA: Journal of Economics, Management and Finance Education, 7(2), 157-167.
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored”: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92. https://doi.org/10.1016/j.intmar.2016.12.002
Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87–102. https://doi.org/10.2753/JOA0091-3367400106
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Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
Duffy, D. L. (2005). Affiliate marketing and its impact on e-commerce. Journal of Consumer Marketing, 22(3), 161–163. https://doi.org/10.1108/07363760510595983
Dwivedi, Y. K., Ismagilova, E., & Hughes, D. L. (2021). Influencer marketing: An exploratory review. Journal of Business Research, 132, 285–295. https://doi.org/10.1016/j.jbusres.2021.03.030
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Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Izumi, CF, & Nengsih, MK (2024). The Influence of Live Streaming Shopping and Affiliate Marketing on Product Purchasing Decisions on the Tiktok Shop Application (Case Study of UM Bengkulu Students Using the Tiktok Application in Bengkulu City). JOURNAL OF HUMAN CAPITAL MANAGEMENT AND BUSINESS (JMMIB), 5(1), 47-59.
Kaur, G. (2016). The importance of digital marketing in the current era. International Journal of Research in Engineering and Technology, 5(2), 65–71.
Lim, X. J., Radzol, A. M., Cheah, J.-H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Luthfiani, DA, & Ahmadi, MA (2024). The Influence of Product Reviews and Content Creators on Purchase Interest Through Affiliate Marketing on Shopee E-Commerce Users. PENG: Journal of Economics and Management, 2(1), 1071-1079.
Marwick, A. E. (2015). You may know me from YouTube: (Micro-)celebrity in social media. In P. D. Marshall & S. Redmond (Eds.), A Companion to Celebrity (pp. 333–350). Wiley.
Nugroho, BA, Pattiata, DN, & Hellyani, CA (2024, September). The Influence of Affiliate Marketing on Purchasing Decisions: A Case Study on Tokopedia. In Proceedings of the National Seminar on Economics and Business (Vol. 4, pp. 109-118).
Nuruddin, STS, & Himmati, R. (2023). The Influence of Paylater, Spinjam and Affiliate Features on Consumer Interest in Shopping on the Shopee Application: A Case Study of Shopee Users among FEBI UIN SATU Tulungagung Students. Al-Kharaj: Journal of Economics, Finance & Sharia Business, 5(6), 173-191.
Putri, GML, & Hayu, RS (2024). The Influence of Affiliate Marketing Content, FYP Algorithm, and E-WOM on TikTok Social Media on Generation Z Purchasing Decisions (A Study on Generation Z in Indonesia). Journal of Economic, Business and Accounting (COSTING), 7(4), 10823-10833.
Rahman, F. (2022). Affiliate Marketing Practices on E-commerce Platforms in the Review of Islamic Economic Law. Istidlal: Journal of Islamic Economics and Law, 6(1), 24-37.
Satiawan, A., Hamid, RS, & Maszudi, E. (2023). The Influence of Content Marketing, Influencer Marketing, Online Customer Review on Purchasing Decisions and Consumer Satisfaction on TikTok. Indonesian Journal of Management and Business, 9(1), 1-14.
Sutandi, M., Fauzi, A., Caesar, L., Putri, NN, Viola, DS, & Putri, ORI (2024). Analysis of the role of Affiliate Marketing in Building Customer Trust (Literature Review Journal). Journal of Applied Management Science, 5(3), 197-207.
Widyawati, NI, & Asteria, B. (2024). The Effectiveness of Content Marketing, Affiliate Marketing and Live Streaming Tiktok on Barenbliss Purchasing Decisions in Yogyakarta. Upajiwa Dewantara: Journal of Economics, Business and Management Daulat Rakyat, 8(1), 30-35.
Zalfa, KV, Indayani, L., & Supardi, S. (2024). Analysis of Live Streaming, Electronic Word Of Mouth (E-WOM) and Affiliate Marketing on Purchase Decisions for Fashion Trend Products on the Shopee Marketplace (Case Study of Shopee Users). Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 1291-1305.
Bianchi, C., Andrews, L., & Wiese, M. (2022). Consumer motivations and concerns in online affiliate marketing. Journal of Retailing and Consumer Services, 65, 102866. https://doi.org/10.1016/j.jretconser.2021.102866
Brilianita, S., & Sulistyowati, R. (2023). Affiliate Marketing on Students' Purchase Interests at TikTok Shop. JPEKA: Journal of Economics, Management and Finance Education, 7(2), 157-167.
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored”: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92. https://doi.org/10.1016/j.intmar.2016.12.002
Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40(1), 87–102. https://doi.org/10.2753/JOA0091-3367400106
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361–380. https://doi.org/10.1108/JFMM-05-2019-0096
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597–600. https://doi.org/10.1016/j.chb.2015.03.051
Duffy, D. L. (2005). Affiliate marketing and its impact on e-commerce. Journal of Consumer Marketing, 22(3), 161–163. https://doi.org/10.1108/07363760510595983
Dwivedi, Y. K., Ismagilova, E., & Hughes, D. L. (2021). Influencer marketing: An exploratory review. Journal of Business Research, 132, 285–295. https://doi.org/10.1016/j.jbusres.2021.03.030
Hadha, N., Fauzi, RUA, & Setiawan, H. (2024, September). The Influence of Online Customer Review and Affiliate Marketing of Products on Consumer Impulse Buying (Case Study on Shopee Users in Madiun City). In SIMBA: Seminar on Management, Business, and Accounting Innovation (Vol. 6).
Hasan, L. B., & Islam, M. A. (2020). The impact of digital marketing on consumer behavior. International Journal of Research in Commerce and Management, 11(5), 10–16.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Izumi, CF, & Nengsih, MK (2024). The Influence of Live Streaming Shopping and Affiliate Marketing on Product Purchasing Decisions on the Tiktok Shop Application (Case Study of UM Bengkulu Students Using the Tiktok Application in Bengkulu City). JOURNAL OF HUMAN CAPITAL MANAGEMENT AND BUSINESS (JMMIB), 5(1), 47-59.
Kaur, G. (2016). The importance of digital marketing in the current era. International Journal of Research in Engineering and Technology, 5(2), 65–71.
Lim, X. J., Radzol, A. M., Cheah, J.-H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Luthfiani, DA, & Ahmadi, MA (2024). The Influence of Product Reviews and Content Creators on Purchase Interest Through Affiliate Marketing on Shopee E-Commerce Users. PENG: Journal of Economics and Management, 2(1), 1071-1079.
Marwick, A. E. (2015). You may know me from YouTube: (Micro-)celebrity in social media. In P. D. Marshall & S. Redmond (Eds.), A Companion to Celebrity (pp. 333–350). Wiley.
Nugroho, BA, Pattiata, DN, & Hellyani, CA (2024, September). The Influence of Affiliate Marketing on Purchasing Decisions: A Case Study on Tokopedia. In Proceedings of the National Seminar on Economics and Business (Vol. 4, pp. 109-118).
Nuruddin, STS, & Himmati, R. (2023). The Influence of Paylater, Spinjam and Affiliate Features on Consumer Interest in Shopping on the Shopee Application: A Case Study of Shopee Users among FEBI UIN SATU Tulungagung Students. Al-Kharaj: Journal of Economics, Finance & Sharia Business, 5(6), 173-191.
Putri, GML, & Hayu, RS (2024). The Influence of Affiliate Marketing Content, FYP Algorithm, and E-WOM on TikTok Social Media on Generation Z Purchasing Decisions (A Study on Generation Z in Indonesia). Journal of Economic, Business and Accounting (COSTING), 7(4), 10823-10833.
Rahman, F. (2022). Affiliate Marketing Practices on E-commerce Platforms in the Review of Islamic Economic Law. Istidlal: Journal of Islamic Economics and Law, 6(1), 24-37.
Satiawan, A., Hamid, RS, & Maszudi, E. (2023). The Influence of Content Marketing, Influencer Marketing, Online Customer Review on Purchasing Decisions and Consumer Satisfaction on TikTok. Indonesian Journal of Management and Business, 9(1), 1-14.
Sutandi, M., Fauzi, A., Caesar, L., Putri, NN, Viola, DS, & Putri, ORI (2024). Analysis of the role of Affiliate Marketing in Building Customer Trust (Literature Review Journal). Journal of Applied Management Science, 5(3), 197-207.
Widyawati, NI, & Asteria, B. (2024). The Effectiveness of Content Marketing, Affiliate Marketing and Live Streaming Tiktok on Barenbliss Purchasing Decisions in Yogyakarta. Upajiwa Dewantara: Journal of Economics, Business and Management Daulat Rakyat, 8(1), 30-35.
Zalfa, KV, Indayani, L., & Supardi, S. (2024). Analysis of Live Streaming, Electronic Word Of Mouth (E-WOM) and Affiliate Marketing on Purchase Decisions for Fashion Trend Products on the Shopee Marketplace (Case Study of Shopee Users). Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 1291-1305.
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