An investigation of affiliate marketing strategies on revenue growth: A study of an online retailer in Kano, Nigeria
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- NGN 5000
Background of the study
Affiliate marketing has become a popular strategy for online retailers to drive revenue growth by leveraging external partners to promote products and services. In Kano, online retailers are increasingly adopting affiliate marketing to expand their reach and boost sales through commission-based partnerships (Uche, 2023). This study investigates how affiliate marketing strategies contribute to revenue growth by examining the effectiveness of affiliate networks, commission structures, and partner relationships. By analyzing sales data and affiliate performance metrics, the research aims to identify key drivers of success in affiliate marketing campaigns (Ibrahim, 2024). The study explores how affiliates, ranging from bloggers to influencers, influence consumer purchasing decisions and enhance brand credibility. Additionally, the research considers the challenges of managing affiliate relationships, including issues of fraud, quality control, and competitive saturation. The findings will offer insights into optimizing affiliate programs to ensure a positive return on investment and sustainable revenue growth for online retailers (Adebayo, 2023).
Statement of the problem
Online retailers in Kano face challenges in leveraging affiliate marketing strategies to achieve consistent revenue growth. Although affiliate programs can extend market reach and drive sales, issues such as inadequate partner vetting, inconsistent commission structures, and affiliate fraud often hinder performance (Chinwe, 2023). Moreover, there is limited research that quantitatively links affiliate marketing activities with revenue outcomes. This gap makes it difficult for retailers to identify which elements of affiliate programs are most effective. This study seeks to address these issues by investigating the relationship between affiliate marketing strategies and revenue growth, with the aim of providing actionable insights for optimizing affiliate partnerships and enhancing overall financial performance (Okeke, 2024).
Objectives of the study:
To evaluate the impact of affiliate marketing on revenue growth.
To identify key factors that contribute to successful affiliate partnerships.
To recommend strategies for improving affiliate marketing performance.
Research questions:
How does affiliate marketing influence revenue growth for online retailers?
What factors determine the success of affiliate partnerships?
How can online retailers optimize their affiliate programs for better financial outcomes?
Significance of the study
This study is important for online retailers seeking to enhance revenue through effective affiliate marketing strategies. Its findings will provide a framework for identifying and leveraging key success factors in affiliate programs, enabling retailers to optimize their partnerships and improve sales performance. The research contributes to digital marketing literature and offers practical recommendations for maximizing the return on investment in affiliate marketing.
Scope and limitations of the study:
This study is limited to examining affiliate marketing strategies and their impact on revenue growth for an online retailer in Kano, Nigeria. It does not extend to other marketing channels or offline retail operations.
Definitions of terms:
Affiliate Marketing: A performance-based marketing strategy where affiliates earn commissions for driving sales.
Revenue Growth: The increase in a company’s sales income over time.
Affiliate Program: A structured partnership system designed to promote products or services through third-party affiliates.
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