IMPACT  OF AFFILIATE MARKETING ON CONSUMER BRAND PREFERENCES IN CAMEROON (A CASE STUDY OF CONSOLIDATED TIN MINES LTD)

CHAPTER ONE

INTRODUCTION

Background of the study

The relevance of internet marketing has increased due to the rapid rise of online media worldwide. This kind of marketing provides more opportunities to directly reach global customers among the many online alternatives accessible. Affiliate marketing is a kind of online marketing in which an advertiser or merchant enters into an arrangement with a publisher or affiliate to showcase a link on their website and associated sites (Okoro & Onyenucheya, 2018). Affiliate marketing aims to promote and sell products or services by utilising additional distribution channels. Its main goals are to drive web traffic to advertisers and generate transactions from online users, who receive a commission in return. Affiliate marketing has emerged as a popular method for generating leads in digital promotion. The concept of affiliate programmes was introduced in 1996 by Amazon, who began compensating websites for directing users to their platform (Akinyele & Sanni, 2020). Affiliate marketing has seen significant worldwide expansion due to technological improvements, the widespread use of e-commerce platforms, and the rising reliance on digital channels for customer interaction. sector projections indicate that the worldwide affiliate marketing sector is expected to maintain its upward trend and achieve multi-billion dollar values in the near future. The rise mentioned highlights the importance of affiliate marketing as a crucial element of modern digital marketing strategies used by firms in many sectors. Africa has seen a rapid growth in digital infrastructure and internet access, resulting in the establishment of dynamic digital marketplaces across the continent. Countries such as Cameroon have seen significant growth in internet penetration rates, the use of smartphones, and online consumer behaviour(Akinyele & Sanni, 2020). The advent of digital transformation has opened up unparalleled prospects for firms to use digital marketing platforms, such as affiliate marketing, to successfully connect with and captivate African customers. By forming partnerships with affiliates, companies may use the existing audience of these affiliates and expand the reach of their goods or services to a broader and more diversified client base. The expanded scope of influence not only creates recognition of the brand, but also has an impact on customer inclinations and choices when making purchases. Consumers are inclined to prioritise items or services endorsed by trustworthy affiliates, leading to an increased consumer base for firms. Furthermore, affiliate marketing directly influences customer trust and enhances brand reputation (Akinyele & Sanni, 2020). Consumers in conventional marketing often exhibit scepticism about advertising messages disseminated directly by corporations. Nevertheless, if a reputable and respected affiliate endorses a product or service, people are more likely to see it as a dependable choice. Affiliates establish their credibility by consistently providing high-quality material and genuine recommendations, therefore cultivating trust with their audience (Kaplan & Haenlein, 2020). The confidence that consumers have in these items or services is transferred to the endorsements, which in turn influences their purchasing behaviour and increases the probability of conversions. Although digital marketing is becoming more important in Cameroon, there is a lack of empirical study on the influence of affiliate marketing on customer brand choices in the nation. Current research generally focuses on developed markets or generalises results from worldwide trends, disregarding the unique socio-cultural setting and market dynamics of Cameroon. It is crucial to address this research gap in order to acquire a better understanding of how Cameroonian consumers perceive, interact with, and react to affiliate marketing campaigns. Therefore,the researcher sought to examine the impact of affiliate marketing on consumer brand preferences in Cameroon (A case study of Consolidated Tin Mines Ltd).

Statement of the problem

Affiliate marketing has become a significant aspect of digital marketing tactics, allowing companies to increase their online presence and improve brand recognition by collaborating with affiliates. This marketing approach is based on the use of affiliates, who promote items or services on behalf of merchants and get a commission for each successful referral or sale that is created as a result of their marketing efforts (Chaffey & Ellis-Chadwick, 2019). Although affiliate marketing has been widely adopted and received substantial investment worldwide, its influence on consumer behaviour and brand preferences is still a subject of continuing study and investigation. Cameroon is now undergoing a fast process of digital change and socio-economic growth. It is crucial to recognise the significance of affiliate marketing in shaping consumer brand choices in this context (Kaplan & Haenlein, 2020). Cameroon's varied cultural terrain, linguistic diversity, and changing market dynamics provide distinct problems and prospects for firms aiming to use affiliate marketing to successfully connect with local customers. The primary focus of the research is on the determinants that impact the brand choices of Cameroonian consumers in relation to brands promoted via affiliate marketing(Kaplan & Haenlein, 2020). Demographic factors, socio-cultural factors, and economic factors may all have a substantial impact on customer attitudes and behaviours in the context of affiliate marketing. It is crucial for marketers to identify these impacting elements in order to properly customise their affiliate marketing tactics to align with local customer preferences. Hence, the study is to examine the impact of affiliate marketing on consumer brand preferences in Cameroon (A case study of Consolidated Tin Mines Ltd). 

1.3 Objective of the study

The broad objective of the study is to examine the impact of affiliate marketing on consumer brand preferences in Cameroon (A case study of Consolidated Tin Mines Ltd). The specific objectives is as follows:

To determine the extent to which consumers are aware of affiliate marketing strategy of Consolidated Tin Mines Ltd, Cameroon.

To examine affiliate market strategies that trigger consumer preferences of Consolidated Tin Mines Ltd, Cameroon.

To identify factors that influence consumers' preferences of Consolidated Tin Mines Ltd brands promoted through affiliate marketing.

To assess the impact of affiliate marketing on consumer brand preferences of Consolidated Tin Mines Ltd.

1.4 Research Questions

The following questions have been prepared for the following

What is the extent to which consumers are aware of affiliate marketing strategy of Consolidated Tin Mines Ltd, Cameroon?

What are the affiliate market strategies that trigger consumer preferences of Consolidated Tin Mines Ltd, Cameroon?

What are the factors that influence consumers' preferences of Consolidated Tin Mines Ltd brands promoted through affiliate marketing?

What is the impact of affiliate marketing on consumer brand preferences of Consolidated Tin Mines Ltd?

1.5 Significance of the study

The findings of the study will be significant to the following

The findings of this study will have practical implications for businesses and marketers operating in Cameroon and beyond. By understanding how consumers perceive, engage with, and respond to affiliate marketing initiatives, businesses can optimize their marketing strategies to better align with local preferences and behaviors. This insight can inform the development of targeted and culturally relevant affiliate marketing campaigns, ultimately enhancing brand visibility, engagement, and market penetration.

The study will be of benefit to the academic community as it will contribute to the existing literature and also serve as a foundation for further research and exploration into affiliate marketing and consumer behavior in African markets. 

1.6 Scope of the study

The study focuses on examine the impact of affiliate marketing on consumer brand preferences in Cameroon. Empirically, the study will  determine the extent to which consumers are aware of affiliate marketing strategy of Consolidated Tin Mines Ltd, Cameroon,  examine affiliate market strategies that trigger consumer preferences of Consolidated Tin Mines Ltd, Cameroon, identify factors that influence consumers' preferences of Consolidated Tin Mines Ltd brands promoted through affiliate marketing and assess the impact of affiliate marketing on consumer brand preferences of Consolidated Tin Mines Ltd.

Geographically, the study is deliited to Consolidated Tin Mines Ltd.

1.7 Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.8 Definition of terms

Affiliate Marketing: Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their products or services through the affiliate's marketing efforts. Affiliates can be individuals, influencers, or organizations who promote products or services through various online channels, such as websites, social media, or email newsletters, and earn a commission for each successful referral or sale.

Consumer Brand Preferences: Consumer brand preferences refer to the choices and inclinations of consumers towards specific brands or products over others. These preferences are influenced by various factors, including brand reputation, perceived quality, brand values, advertising, and personal experiences. 

Digital Marketing: Digital marketing encompasses marketing strategies and tactics that utilize digital channels, such as websites, social media, search engines, email, and mobile applications, to reach and engage target audiences. 

Consumer Behavior: Consumer behavior refers to the study of how individuals, groups, or organizations make decisions and engage in activities related to acquiring, consuming, and disposing of products or services. It encompasses a wide range of psychological, social, cultural, and economic factors that influence consumer decision-making processes, including attitudes, motivations, perceptions, beliefs, and purchasing habits.

Market Preferences: Market preferences denote the collective preferences and tendencies of consumers within a specific market or demographic segment. These preferences are shaped by a combination of individual consumer choices, cultural influences, socio-economic factors, and marketing efforts by businesses. 

Digital Landscape: The digital landscape refers to the overall environment and ecosystem of digital technologies, platforms, and channels that facilitate online interactions, communication, and commerce. It encompasses elements such as websites, social media platforms, mobile applications, search engines, e-commerce platforms, and digital advertising networks. 

Marketplace Dynamics: Marketplace dynamics refer to the various forces, trends, and interactions that shape the behavior and outcomes within a market. This includes factors such as supply and demand, competition, consumer preferences, technological advancements, regulatory changes, and economic conditions. 

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