The influence of affiliate marketing initiatives on online customer acquisition: A comparative study of a beauty brand in Kano, Nigeria
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: Background of the study
Affiliate marketing initiatives have become an essential strategy for driving online customer acquisition in the competitive beauty industry. In Kano, beauty brands are leveraging affiliate networks to tap into diverse audiences by partnering with influencers, bloggers, and content creators. These collaborations help extend the brand’s digital footprint and drive customer acquisition by generating targeted traffic and enhancing credibility (Okeke, 2023). Comparative studies reveal that different affiliate approaches yield varying levels of success, influenced by factors such as commission structures, partner reputation, and content quality (Adejumo, 2024). This study compares multiple affiliate marketing initiatives to determine their effectiveness in attracting new customers for a beauty brand in Kano. By analyzing quantitative data such as referral traffic, conversion rates, and cost per acquisition, along with qualitative assessments of affiliate content, the research aims to identify best practices that maximize customer acquisition. The insights provided will contribute to the development of more effective affiliate marketing strategies that not only drive sales but also enhance long-term brand loyalty (Ibrahim, 2025).
Statement of the problem
Beauty brands in Kano face challenges in optimizing affiliate marketing initiatives to drive consistent online customer acquisition. Inconsistencies in affiliate performance and difficulties in tracking conversion metrics result in uncertain outcomes (Chinwe, 2023). The variability in partner effectiveness and the lack of standardized evaluation frameworks make it difficult for brands to determine which affiliate strategies yield the best customer acquisition rates. This uncertainty leads to inefficient budget allocation and missed opportunities for growth. Addressing these challenges is critical for establishing a robust affiliate marketing framework that can reliably drive online customer acquisition and support sustainable business growth.
Objectives of the Study:
To compare different affiliate marketing initiatives for customer acquisition.
To identify key performance indicators that influence affiliate success.
To propose best practices for optimizing affiliate marketing strategies.
Research Questions:
How do various affiliate marketing initiatives affect online customer acquisition?
What performance metrics best predict affiliate marketing success?
Which strategies optimize customer acquisition for beauty brands?
Significance of the study (100 words):
This study is significant as it provides a comparative analysis of affiliate marketing initiatives and their impact on online customer acquisition for a beauty brand in Kano. The findings will offer actionable insights into optimizing affiliate partnerships and improving tracking methods, ultimately enhancing customer acquisition efficiency. The research contributes to both academic literature and practical marketing strategies, aiding beauty brands in achieving sustainable growth in competitive digital markets.
Scope and Limitations of the Study:
This study is limited to examining affiliate marketing initiatives and their effect on online customer acquisition for a beauty brand in Kano. It does not extend to other sectors or regions, and findings are subject to local market dynamics.
Definitions of Terms:
Affiliate Marketing Initiatives: Strategies involving partnerships with third-party promoters to drive sales.
Online Customer Acquisition: The process of attracting and converting new customers via digital channels.
Beauty Brand: A company that markets cosmetic and personal care products.
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