1187 the impact of affiliate marketing strategies on e commerce companies in viet nam 2023

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY LE YEN BINH THE IMPACT OF AFFILIATE MARKETING STRATEGIES ON E-COMMERCE COMPANIES IN VIETNAM GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: PhD TRAN HAI VAN HO CHI MINH CITY – 2022 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY LE YEN BINH THE IMPACT OF AFFILIATE MARKETING STRATEGIES ON E-COMMERCE COMPANIES IN VIETNAM GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: PhD TRAN HAI VAN BANKING UNIVERSITY OF HO CHI MINH CITY o0o - HO CHI MINH CITY – 2022 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM Student’s Name: Student ID: Major: Class: Course: Le Yen Bình 050606180034 Business Administration HQ6-GE08 2018-2022 HO CHI MINH CITY – 2022 TÓM TẮT Tiếp Thị Liên kết (Affiliate Marketing) trở thành chiến lược cân nhắc hầu hết công ty tham gia vào lĩnh vực thương mại điện tử Hiện nay, với phát triển công nghệ tạo điều kiện thuận lợi cho việc đo lường hiệu suất quảng cáo giải toán bên tham gia doanh nghiệp thương mại điện tử áp dụng chiến lược tiếp thị liên kết Nghiên cứu thực để nhằm phân tích tác động đặc điểm chiến lược tiếp thị liên kết đến ý định sử dụng chiến lược tiếp thị liên kết vào hoạt động marketing tổ chức thương mại điện tử Dữ liệu thu thập thông qua bảng câu hỏi trực tuyến sử dụng Google Khảo Sát kích thước mẫu 220 Để phân tích liệu, tác giả sử dụng phần mềm SPSS Dựa theo liệu phân tích yếu tố chiến lược tiếp thị liên kết gồm: Đo Lường Hiệu Suất, Xu Hướng Tiêu Dùng, Thúc Đẩy Mua Hàng, Tiết Kiệm Chi Phí, Hiệu Quả Quảng Cáo có tác động đáng kể đến ý định sử dụng chiến lược tiếp thị liên kết người bán hàng sàn thương mại điện tử Cuối cùng, nghiên cứu nêu ứng dụng, khuyến nghị mặt nghiên cứu chưa làm để hỗ trợ cho nghiên cứu tác giả sau Từ khóa: Tiếp Thị Liên Kết, Chiến lược Marketing, Thương Mại Điện Tử, Digital Marketing ABTRACT Affiliate Marketing has become a key strategy considered for most companies involved in the e-commerce sector in Vietnam Currently, with the development of technology, it has created favorable conditions for measuring advertising performance and settling payments between participants for e-commerce businesses when applying an affiliate marketing strategy This study was conducted to determine the impact of many characteristics of affiliate marketing strategy on the intention to apply affiliate marketing strategy in marketing activities of e-commerce organizations The data was collected through the online questionnaire Google Survey and the sample size was 220 To analyze the data, the author used SPSS software Based on the analyzed data, the characteristics of affiliate marketing include: Performance Measurement, Consumer Trends, Promote Purchase, Cost Saving, Advertising Effectiveness of aspects of the business The characteristics of affiliate marketing has a significant impact on the intention to use the affiliate marketing strategy on e-commerce platforms Finally, the study outlines applications, recommendations as well as areas of research that have not been done to support future research by the authors Key words: Affiliate Marketing, Marketin Strategies, E-commerce, Digital Marketing DECLARATION I declare that this thesis was written entirely by me and that it has not previously been presented, or in whole part, in any prior application for a degree Unless otherwise stated by reference or credit, the material given is collected by myself The research was carried out at the Banking University of Ho Chi Minh City, Vietnam, under the supervision of Ms Tran Hai Van Thesis’s Author Le Yen Binh ACKNOWLEDGEMENT First and foremost, I would like to express my heartfelt gratitude to my supervisor, Mrs Tran Hai Van, for providing me with important information as well as good recommendations for my bachelor's thesis, as well as for his patience, enthusiasm, and inspiration Furthermore, I am grateful to not just the professors and lecturers from Banking University of Ho Chi Minh City who supplied me with vital information and skills throughout my time there Last but not least, I also want to thank the examiners for devoting their significant time to reviewing my thesis TABLE OF CONTENTS CHAPTER INTRODUCTION 14 1.1 Background of the study 14 1.2 Research aims and research objective .15 1.2.1 The study’s aims 15 1.2.2 Research objective 16 1.3 Research Questions 16 1.4 Research Methodology 16 1.5 Structure of the thesis .16 CHAPTER LITTERATURE REVIEW 19 2.1 Concepts and Definitions 19 2.1.1 The growth of E-commerce in the world and Vietnam 19 2.1.2 Social media background 20 2.1.3 Online Advertising 23 2.1.4 Affiliate Marketing and Affiliate MarketingStrategies .26 2.1.4.1 2.2 Affiliate Marketing Concept .26 The market situations .30 2.2.1 The success of e-commerce companies utilizing affiliate marketing strategies 30 2.2.2 Theory of Critical Success Factors of Online Affiliate Model 31 2.3 Previous Empirical Studies About Affiliate Marketing Strategies .32 2.3.1 The research of Zurina Patrick and Ong Choon Hee (2019) 32 2.3.2 The research of Ehab Kamal Haikal and Tareq N Hashem (2020) 33 2.3.3 The research of Indrajit Ghosal et al (2019) 35 2.3.4 The research of MH Abdelhaly, NM Kamal and HA EI Samie (2020) 36 2.4 Hypotheses and Conceptual Model 38 2.4.1 Hypotheses .38 2.4.2 Research Model 44 CHAPTER 3: THE RESEARCH METHODOLOGY 46 3.1 Research process 46 3.2 Research methods 48 3.3 Sample description .50 3.4 Survey design .51 3.4.1 Scales used in survey 51 3.4.2 The questionnaire design 51 CHAPTER RESEARCH RESULT 56 4.1 Sample description 56 4.2 Testing the reliability of Cronbach’s alpha 58 4.2.1 Tracking Performance 58 4.2.2 Consumer Trend 59 4.2.3 Promote Purchase .60 4.2.4 Cost 61 4.2.5 Effectiveness .62 4.2.6 Intention .64 4.3 Exploratory Factor Analysis – EFA .64 4.3.1 Independent Variables .64 4.3.2 Dependent Variable 67 4.4 Pearson correlation analysis .70 4.5 Multivariate Regression Analysis .71 CHAPTER CONCLUSION AND IMPLICATION 77 5.1 Conclusion 77 5.2 Implication 81 5.2.1 Academic implications 81 5.2.2 Practical implications 81 BIBLIOGRAPHY 83