A critical look at Affiliate Marketing in Vietnam

Abstract

The remarkable development of e-commerce in Vietnam has encouraged a great number of large-scale, as well as small and medium-sized companies to continuingly enhance their digital marketing campaigns to take the leading position in the market. Among various digital marketing tools, Affiliate marketing – the affiliation between advertisers and publishers on the basis of mutually agreed commissions – has been one of the main concentrations of these companies. Having immense enthusiasm, a large population of Vietnamese Generation Z, like many of their fellows across the world who promote self-directed orientation and stable financial independence, have made their career decision and main income out of Affiliate marketing. Witnessing this gradual shift, the author grows enormous interest in finding out the factors contributing to such change, which brings on the research question “How is Affiliate marketing changing Vietnamese Gen Z’s career choices?” The author also believes qualitative research method is the most suitable methodology for the purpose of the thesis. Addressing some crucial aspects of Affiliate marketing that are beneficial for the findings of the thesis, the author is determined to provide readers with an explanation as detailed as possible in order to comprehensively proceed with the data analysis. A critical approach about why, and how Vietnamese Gen Z choose Affiliate marketing is conducted throughout the semi-structured interviews as well as the data analysis. To assist readers and Vietnamese Gen Z affiliate marketing beginners to have the best preparation, a reflection of theoretical discussion and practical examples also plays a big part in the findings of the thesis.