Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users

Affiliate marketing has seen fewer studies even being a multibillion dollar industry and one of the most expanding online advertising lead generators for direct marketers. The aim of this survey described in this paper is to evaluate the attitude of respondents towards affiliate programs or affiliate marketing, used as a source of information, advertisement and a connecting link between the online marketer and the customer. In this regard a survey was conducted among 300 Indian internet users to know their attitude towards affiliate programs and the various factors that affect the effectiveness of these programs. The findings of this survey demonstrate a positive view of affiliate marketing. This research also found that the stronger predictor of the consumer attitude of affiliate marketing is the usefulness, informativeness, incentive and perceived trust. In short the future of affiliate marketing is to a greater extent affected by the consumer’s perception of affiliate program usefulness and control over it. This study recommends a need for direct marketers to develop more innovative affiliate links that will elicit a more positive response from the consumers.