An evaluation of affiliate marketing effectiveness on market expansion: Evidence from a tech gadget brand in Kaduna.
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- NGN 5000
Background of the study:
Affiliate marketing has emerged as a strategic tool for market expansion, particularly for tech gadget brands seeking to penetrate new markets. This study evaluates the effectiveness of affiliate marketing in expanding market reach for a tech gadget brand in Kaduna. By leveraging a network of affiliate partners—including bloggers, influencers, and review sites—the brand aims to reach a wider audience and stimulate product awareness (Adebola, 2023). The research focuses on how commission-based incentives and targeted affiliate campaigns drive consumer interest and facilitate market growth. As digital consumers increasingly rely on trusted recommendations, affiliate marketing has become a key strategy in building credibility and trust (Obi, 2024). This study explores the link between affiliate marketing initiatives and market expansion outcomes, analyzing data on conversion rates, customer acquisition, and geographic reach. It also examines the challenges and opportunities associated with managing affiliate networks in a rapidly evolving digital landscape, ultimately aiming to provide actionable insights for tech gadget brands looking to scale their operations (Akinola, 2023).
Statement of the problem:
Tech gadget brands in Kaduna often face challenges in expanding their market presence despite implementing affiliate marketing strategies. Inconsistencies in affiliate performance, difficulties in tracking campaign effectiveness, and limited integration of digital analytics hinder market expansion efforts. This study seeks to address these issues by investigating the specific obstacles that limit affiliate marketing effectiveness and proposing strategies to overcome them, thereby enabling more successful market expansion (Chiamaka, 2023).
Objectives of the study:
To assess the impact of affiliate marketing on market expansion.
To identify critical factors that drive affiliate marketing success.
To recommend strategies for optimizing affiliate programs for better market reach.
Research questions:
How effective is affiliate marketing in driving market expansion for tech gadget brands?
What are the key factors influencing affiliate performance?
How can tech gadget brands improve their affiliate marketing strategies for enhanced market reach?
Significance of the study
This study is significant as it offers insights into the role of affiliate marketing in enabling market expansion for tech gadget brands in Kaduna. The findings will assist marketers in refining affiliate strategies and optimizing campaign management, ultimately leading to increased brand visibility and market penetration. The research contributes valuable data to academic literature and provides practical recommendations for industry practitioners (Ibrahim, 2023).
Scope and limitations of the study:
The study is limited to the affiliate marketing practices of a single tech gadget brand in Kaduna. It focuses exclusively on market expansion and does not consider other promotional channels.
Definitions of terms:
Affiliate Marketing: A performance-based marketing strategy where affiliates earn commissions for driving sales or leads (Ogundele, 2023).
Market Expansion: The process of increasing a brand’s reach into new markets or customer segments (Nnamdi, 2023).
Tech Gadget Brand: A company that designs, manufactures, and markets technology-based consumer products (Eze, 2023).
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