A review of affiliate marketing performance on revenue growth: A case study of a lifestyle brand in Kano, Nigeria
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Background of the study
Affiliate marketing has gained traction as an effective revenue growth strategy for lifestyle brands in emerging markets. In Kano, Nigeria, lifestyle brands are increasingly partnering with affiliates such as bloggers, influencers, and online content creators to promote their products. This performance-based marketing approach leverages the trust and reach of affiliates to drive consumer engagement and generate sales. The case study examines how affiliate marketing campaigns contribute to revenue growth by tracking performance metrics such as click-through rates, conversion rates, and overall sales volume (Adejumo, 2023). With the digital landscape rapidly evolving, lifestyle brands are compelled to adopt innovative affiliate strategies to stay competitive. Recent studies indicate that successful affiliate marketing campaigns can significantly boost revenue growth while minimizing upfront marketing costs (Nwankwo, 2024). However, there is a need to critically review the effectiveness of these campaigns and determine the key factors that influence their success. This study will analyze various affiliate marketing tactics employed by a lifestyle brand in Kano, comparing performance data and identifying best practices that drive sustainable revenue growth (Ibrahim, 2025).
Statement of the problem
Lifestyle brands in Kano face challenges in harnessing the full potential of affiliate marketing to drive revenue growth. Despite significant investments in affiliate partnerships, inconsistencies in campaign performance and attribution of sales hinder the ability to achieve predictable revenue outcomes. Factors such as varying affiliate credibility, ineffective tracking mechanisms, and fluctuating market conditions contribute to these challenges (Olanrewaju, 2023). The lack of in-depth reviews on affiliate marketing performance further complicates strategic planning for revenue growth. Without clear benchmarks and an understanding of key success factors, lifestyle brands may struggle to optimize their affiliate programs, resulting in suboptimal returns on marketing investments. This study seeks to address these issues by evaluating affiliate marketing tactics and their direct impact on revenue growth, ultimately providing actionable insights for enhancing campaign performance (Afolabi, 2024).
Objectives of the Study:
To evaluate the impact of affiliate marketing on revenue growth.
To identify key performance metrics that determine campaign success.
To recommend strategies for optimizing affiliate marketing performance.
Research Questions:
How does affiliate marketing influence revenue growth for lifestyle brands?
What performance metrics are most critical in measuring affiliate campaign success?
Which affiliate marketing strategies are most effective in driving revenue?
Significance of the study:
This study is significant as it provides a critical review of affiliate marketing performance, offering valuable insights into strategies that drive revenue growth. The findings will guide lifestyle brands in Kano to optimize their affiliate programs and achieve sustainable financial outcomes.
Scope and Limitations of the Study:
This study is limited to reviewing affiliate marketing performance and its impact on revenue growth for a lifestyle brand in Kano. It does not extend to other industries or regions, and findings are influenced by local market dynamics.
Definitions of Terms:
Affiliate Marketing: A performance-based strategy where affiliates earn commissions for promoting products.
Revenue Growth: The increase in a company’s sales over time.
Lifestyle Brand: A brand that promotes products related to fashion, wellness, or personal interests.
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