The relationship of content and affiliate marketing strategies with varying shopping behaviours

This research analyses factors related to customers' variety-seeking shopping behaviour, including marketing analysis and online shopping motives. A key novelty of this study is the conceptualisation of effective marketing as a combined construct of content marketing and affiliate marketing, an approach not yet considered in prior research. This research paper also examines the role of customers’ demographics within this relationship. With an experimental research design, a structured questionnaire was administered to a total of 408 participants, and the responses were examined through techniques of SEM, mediation, and moderation. The findings reveal that effective marketing, through affiliated content, stimulates customers’ shopping motives and directly influences their variety-seeking behaviour. Moreover, demographic variables of customers moderate influence of effective marketing on variety-seeking behaviour, but not the mediated effect via online shopping motives. Retailers can capture variety-seeking behaviour by strategically delivering affiliated content that aligns customer motives with their market offerings.