Affiliate Video Trend Marketing Strategies: Factors and Selection Among Students

Raja Nor Aminah Raja Ayob and Nurina Akma Zulakmal
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Raja Nor Aminah Raja Ayob: Faculty of Film, Theatre and Animation, University Technology MARA, Malaysia
Nurina Akma Zulakmal: Faculty of Film, Theatre and Animation, University Technology MARA, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 14, 2336-2346

Abstract: This study examines the dynamics of affiliate video marketing among university students, emphasizing their dual role as content creators and affiliates. Affiliate marketing on sites like TikTok has become a popular way for digital entrepreneurs to make money and get their brands seen in the last few years. However, there has not been enough attention paid to how students do this, especially when it comes to how they choose videos and how those choices affect what people buy. This study employs the Source Credibility Theory (SCT) and the AIDAR model (Attention, Interest, Desire, Action, Retention) to investigate the impact of credibility and persuasive marketing processes on students' strategies and perceptions in the production of affiliate videos.A qualitative methodology was utilized, involving in-depth interviews with three student affiliates from UiTM Puncak Perdana who are actively involved in the creation of affiliate content. The data underwent thematic analysis and were interpreted in alignment with the chosen theoretical frameworks. The results show that students find affiliate videos interesting because they offer flexible ways to make money, fit in with popular social media trends, and have content that is fun and relatable. The perceived credibility of affiliates, clear product reviews, creativity in video design, and consistency in content delivery are all important factors in making and choosing videos. In addition to financial incentives, students are motivated by aspirations for skill enhancement, digital literacy, and peer recognition.This study enhances the existing literature on digital marketing and student entrepreneurship by merging SCT and the AIDAR model, emphasizing the relationship between credibility and persuasion in the formulation of affiliate strategies. In practical terms, the results offer useful information for businesses looking for trustworthy student influencers and for universities that want to help students get involved in digital entrepreneurship. In the end, the study shows how important it is to be real, creative, and consistent to keep people interested in affiliate marketing ecosystems.

Date: 2025
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