Affiliation:
1. Graphic Era Hill University, India
2. Chandigarh University, India
3. University of Buraimi, Oman
Abstract
The purpose of this study was to evaluate how likely small and medium enterprises (SMEs) are to adopt affiliate marketing and social media to improve their customer base, profitability, and sustainable growth. Data was collected from 523 entrepreneurs in India, using a purposive sampling method. The results revealed that affiliate marketing has a significant impact on social media and consumer buying intention. Additionally, there are considerable connections between producer's intent and affiliate marketing, producer's intent and social media, and producer's intent and consumer buying intention. This study highlights the critical role of social media and affiliate marketing in enhancing consumer purchasing intentions in SMEs. Based on the results, marketers are recommended to effectively engage with customers on social media platforms to improve their purchasing intentions. This research is groundbreaking as it provides valuable insights into the relationship between social media, affiliate marketing, and consumer behavior in the SME sector.