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Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2025) 1.5 Q3
Journal Citation IndicatorTM (2025) 0.25 Q4
Received: 2025-08-18  |  Accepted: 2025-10-22  |  Published: 2025-12-30

Title

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


Abstract

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.


Keywords

variety-seeking, shopping motives, marketing, demographics, content marketing, affiliate marketing


JEL classifications

M31 , D12 , D11 , C38 , L29


URI

http://jssidoi.org/jesi/article/1377


DOI


Pages

325-339


Funding

This research was funded by the research project CIS 07711134, Slovakia.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Sahu, Valavadra
Sambalpur University, Sambalpur, India https://www.suniv.ac.in
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Sahoo, Saroj Kumar
Sambalpur University, Sambalpur, India https://www.suniv.ac.in
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Babu, Simran
Sambalpur University, Sambalpur, India https://www.suniv.ac.in
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Sahoo, Sandhyarani
Gangadhar Meher University, Sambalpur, India https://www.gmuniversity.ac.in
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Fabus, Juraj
University of Žilina, Žilina, Slovakia https://www.uniza.sk
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Garbarova, Miriam
University of Žilina, Žilina, Slovakia https://www.uniza.sk
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Journal title

Entrepreneurship and Sustainability Issues

Volume

13


Number

2


Issue date

December 2025


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 993  |  PDF downloads: 696

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