Affiliate marketing and intention to adopt mudarabah: The mediating role of trust in Islamic financial decisionmaking

The adoption of mudarabah, an Islamic financial
instrument that relies on moral integrity and transparency
rather than collateral, fundamentally depends on trust. In
this context, the increasing use of digital strategies such
as affiliate marketing may influence both trust formation
and financial decision-making. However, the relationship
between trust in Islamic economic practices and affiliate
marketing remains underexplored despite its growing
relevance. By examining how affiliate marketing affects
people's intentions to adopt mudarabah behaviors and
highlighting the mediation role of trust, this study
addresses a critical gap. Using a quantitative explanatory
approach, data were collected from 155 respondents who
met the criteria of having prior exposure to Islamic
financial products and experience in engaging with social
media platforms, through an online survey. The
relationships between the constructs were examined
using partial least squares structural equation modeling.
The findings show that the intentions of individuals to get
involved in mudarabah are directly and significantly
impacted by affiliate marketing, with trust acting as a
crucial mediating factor. This emphasizes how crucial it
is for marketing initiatives to establish trust through
openness, truthfulness, and unambiguous communication.
Affiliates who clearly disclose their partnership with
financial institutions, present accurate information about
expected returns, and openly explain the risks involved in
mudarabah investments are more likely to earn the trust
of investors and encourage engagement with Islamiccompliant
financial