<![CDATA[To address the intense competition within the Shopee Indonesia skincare market, this study aims to apply the Stimulus-Organism-Response (S-O-R) theory to examine how social media marketing, affiliate marketing, and online reviews collectively affect overall marketing performance. Utilizing a quantitative approach, data were gathered through an online survey of 127 purposively sampled Shopee skincare consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that while affiliate marketing directly and positively enhances both online reviews and marketing performance, social media marketing significantly influences only online reviews. Furthermore, online reviews significantly drive overall marketing performance and act as a crucial partial mediator between social media marketing and marketing outcomes, though they do not significantly mediate the impact of affiliate marketing. Theoretically, this research validates the applicability of the S-O-R framework within digital skincare marketing. Practically, the findings imply that to translate digital engagement into tangible marketing success, businesses must strategically deploy affiliate partnerships while actively managing and optimizing customer online reviews as a vital bridge between social media efforts and final performance.]]>
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