Impact of Affiliate and Influencer Marketing on Brand Awareness, Sales, and Consumer Engagement: Evidence from ASEAN Markets
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This study explores the strategic applications of influencer and affiliate marketing in Indochina, focusing on Thailand, Vietnam, and Lao PDR. Drawing from theoretical frameworks such as symbolic capital, the Theory of Planned Behavior (TPB), and performance‑based marketing, the research examines how consumer trust, engagement, and brand perception are shaped across distinct regulatory and cultural contexts. The study compares the effectiveness of macro‑and micro‑influencers, highlighting how localized strategies impact consumer behavior and marketing performance. Case studies illustrate that while Thailand leverages micro‑influencers for lifestyle branding, Vietnam combines macro‑influencer reach with structured affiliate models, and Laos remains in the early stages of influencer marketing adoption. The findings contribute to both academic understanding and practical strategy by revealing how regional factors influence digital marketing outcomes. The study underscores the importance of cultural alignment, regulatory awareness, and contextual adaptability in designing influencer campaigns within emerging Southeast Asian markets.
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