Bernabe, Althea Jade B.; Cruz, Trisha Dylian; Morales, Marizzen T.; Sangel, Orvin Neo P.; Tutanes, Ayessa Chloe O.; Warque, Danna Loise T.  4  0   <br/><br/>
Effectivess of affiliate marketing to the buying behavior of marketing students at Pamantasan ng Lungsod ng Maynila        6 
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<br/><br/>   Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2023 
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<br/><br/> ABSTRACT:  This study aimed to investigate the effectiveness of affiliate marketing to the buying behavior among Marketing Management students at Pamantasan ng Lungsod ng Maynila. A survey questionnaire was administered to 186 respondents, and the findings revealed several insights. Affiliate marketing, social media marketing, and content marketing emerged as the top three digital marketing strategies encountered by the marketing students. Factors such as the purchase decision-making process, trust in promoted products/services, brand awareness and knowledge, and world-of mouth recommendations influence the likelihood of Marketing students at PLM to purchase through Affiliate marketing. The results indicated that there was a significant difference when people were grouped based on weekly allowance/income grouping, unlike when the respondents were grouped based on their sex and year level. The study also provided the following recommendations for students and consumers: Students may explore career opportunities in affiliate marketing by gaining knowledge and experience in certain fields and consumers should familiarize themselves with various techniques, consider incentives, prioritize trustworthy affiliates, and evaluate products aligning with their needs and values to navigate affiliate marketing effectively.       
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