Assume $a,b$ are constants. The question is whether there is a continuous function $f$ defined on $\mathbb R$ or $\mathbb C$ so that $$ f(x)f(y)=axy+b $$
Of course, such a function $f$ exists if $b=0$ by taking $$f(x)=\sqrt{a}x\,.$$ Likewise if $a=0$ then $f$ exists by taking $$f(x)=\sqrt{b}\,.$$ But I don't know whether the condition $a=0$ or $b=0$ is also necessary for the solvability of this function equation.
Let's assume that $b \neq 0$, then clearly $f$ cannot be identically $0$. Thus, there exists $c$ such that $f(c)\neq 0$. Let $y=c$, then we get $f(x)f(c)=acx+b$, or after division $f(x)=\frac{ac}{f(c)}x+\frac{b}{f(c)}$, and so $f(x)$ is linear function. So, let $f(x)=px+q$ and plug it back to the original equation. We get $$(px+q)(py+q)=axy+b$$ for all $x,y$, so after expanding and comparing the coefficients, we get $p^2=a,pq=0,q^2=b$. By original assumption, $q \neq 0$, and so $p=0$, $a=0$, and $q=\sqrt{b}$. So the only solution then is $f(x)=\sqrt{b}$, which works only when $a=0$.