THE INFLUENCE OF AFFILIATE MARKETING ON CONSUMER BRAND CHOICES IN CAMEROON: A CASE STUDY OF CONSOLIDATED TIN MINES LTD

CHAPTER ONE INTRODUCTION 1.1 Background of the Study The importance of internet marketing has grown significantly due to the rapid expansion of online media globally. This form of marketing offers businesses numerous opportunities to directly engage with customers worldwide through various digital channels. Affiliate marketing, a subset of online marketing, involves a partnership where an advertiser or merchant collaborates with a publisher or affiliate to display links on their websites and associated platforms (Okoro & Onyenucheya, 2018). The primary goal of affiliate marketing is to promote and sell products or services by utilizing additional distribution channels. It seeks to drive traffic to advertisers’ websites and generate transactions, for which affiliates earn commissions. Over time, affiliate marketing has become a widely adopted strategy for lead generation in digital advertising. The concept was first launched by Amazon in 1996, which pioneered the practice of rewarding websites for directing traffic to its platform (Akinyele & Sanni, 2020). The growth of affiliate marketing on a global scale has been fueled by technological advancements, the increasing use of e-commerce platforms, and a growing reliance on digital channels to interact with consumers. Projections within the sector suggest that the global affiliate marketing market will continue its upward trajectory and reach multi-billion dollar valuations soon. This trend underscores the critical role affiliate marketing plays as a key component of modern digital marketing strategies used by companies across various industries. In Africa, rapid expansion in digital infrastructure and internet access has contributed to vibrant digital marketplaces across the continent. Countries like Cameroon have experienced notable increases in internet penetration, smartphone adoption, and shifts in online consumer behavior (Akinyele & Sanni, 2020). This wave of digital transformation presents unprecedented opportunities for companies to leverage digital marketing channels such as affiliate marketing to engage and attract African consumers effectively. By partnering with affiliates, companies can tap into existing audiences to extend their brand reach and target a wider, more diverse customer base. This expanded influence not only boosts brand awareness but also impacts consumer preferences and purchasing decisions. Customers tend to favor products or services recommended by trusted affiliates, which leads to a larger consumer base for the brands involved. Additionally, affiliate marketing directly enhances consumer trust and strengthens brand reputation (Akinyele & Sanni, 2020). While traditional marketing often faces skepticism from consumers regarding company-driven promotional messages, endorsements by reputable affiliates are generally viewed as more reliable. Affiliates earn credibility by consistently delivering quality content and authentic recommendations, thereby building trust with their followers (Kaplan & Haenlein, 2020). This trust transfers to the endorsed products or services, influencing buying behavior and increasing conversion rates. Despite the growing role of digital marketing in Cameroon, empirical research specifically exploring how affiliate marketing influences consumer brand preferences in the country remains limited. Existing studies often focus on developed markets or draw generalized conclusions from global trends, overlooking the unique socio-cultural environment and market characteristics of Cameroon. Filling this gap is essential to understanding how Cameroonian consumers perceive, interact with, and respond to affiliate marketing campaigns. Thus, this study aims to investigate the impact of affiliate marketing on consumer brand preferences in Cameroon, using Consolidated Tin Mines Ltd as a case study. 1.2 Statement of the Problem Affiliate marketing has become an integral part of digital marketing strategies, enabling companies to enhance their online visibility and build brand recognition through collaboration with affiliates. This marketing approach relies on affiliates who promote products or services on behalf of merchants, earning commissions for each successful referral or sale generated by their efforts (Chaffey & Ellis-Chadwick, 2019). Although affiliate marketing has gained widespread adoption and significant investment globally, its specific influence on consumer behavior and brand preferences continues to be explored. Cameroon is currently experiencing rapid digital transformation alongside socio-economic development, highlighting the need to understand the role of affiliate marketing in shaping consumer brand choices within this evolving landscape (Kaplan & Haenlein, 2020). The country’s diverse cultural backgrounds, linguistic variety, and shifting market dynamics present unique challenges and opportunities for companies seeking to leverage affiliate marketing to connect effectively with local consumers. The research focuses on identifying factors influencing Cameroonian consumers’ brand preferences concerning brands promoted through affiliate marketing (Kaplan & Haenlein, 2020). These factors may include demographic, socio-cultural, and economic elements that significantly affect consumer attitudes and behaviors toward affiliate marketing. Marketers must recognize these influences to tailor their affiliate marketing strategies appropriately and meet the preferences of local customers. Consequently, this study aims to explore the impact of affiliate marketing on consumer brand preferences in Cameroon, with a specific focus on Consolidated Tin Mines Ltd. 1.3 Objectives of the Study The overall aim of this research is to examine how affiliate marketing affects consumer brand preferences in Cameroon, using Consolidated Tin Mines Ltd as a case study. The specific objectives are: i. To assess the level of consumer awareness regarding the affiliate marketing strategies employed by Consolidated Tin Mines Ltd in Cameroon. ii. To identify the affiliate marketing strategies that influence consumer preferences for Consolidated Tin Mines Ltd. iii. To determine the factors that affect consumer preferences for Consolidated Tin Mines Ltd brands promoted via affiliate marketing. iv. To evaluate the overall impact of affiliate marketing on consumer brand preferences for Consolidated Tin Mines Ltd. 1.4 Research Questions The study is guided by the following questions: i. To what extent are consumers aware of the affiliate marketing strategies used by Consolidated Tin Mines Ltd in Cameroon? ii. What affiliate marketing strategies drive consumer preferences for Consolidated Tin Mines Ltd? iii. Which factors influence consumers’ preferences for Consolidated Tin Mines Ltd brands promoted through affiliate marketing? iv. What is the impact of affiliate marketing on consumer brand preferences for Consolidated Tin Mines Ltd? 1.5 Significance of the Study The results of this study will be valuable to various stakeholders. For businesses and marketers operating in Cameroon and similar contexts, the findings will offer practical insights into how consumers perceive, engage with, and respond to affiliate marketing initiatives. This understanding can help companies optimize their marketing strategies, tailoring them to local consumer behaviors and preferences, and thereby creating more targeted, culturally relevant affiliate marketing campaigns. Such efforts can ultimately improve brand visibility, customer engagement, and market penetration. Additionally, the study will contribute to the academic body of knowledge by adding to existing literature on affiliate marketing and consumer behavior, particularly within African markets. It will also provide a foundation for future research and deeper exploration in this area. 1.6 Scope of the Study This study concentrates on examining the impact of affiliate marketing on consumer brand preferences in Cameroon. Specifically, it investigates the extent of consumer awareness about affiliate marketing strategies by Consolidated Tin Mines Ltd, analyzes which affiliate marketing strategies influence consumer preferences, identifies the factors shaping these preferences, and assesses the overall effect of affiliate marketing on consumer brand choices. Geographically, the research is confined to the operations and consumer base of Consolidated Tin Mines Ltd in Cameroon. 1.7 Limitations of the Study As with many research efforts, this study faced certain limitations. Financial constraints affected the researcher’s ability to access comprehensive materials, literature, and data collection tools such as online resources, questionnaires, and interviews, which led to the decision to use a moderate sample size. Furthermore, the researcher had to balance this study alongside other academic commitments, resulting in limited time available for thorough research. 1.8 Definition of Terms Affiliate Marketing: A performance-based marketing approach where businesses reward affiliates for driving traffic or sales through their marketing efforts. Affiliates can be individuals, influencers, or organizations promoting products or services through online channels like websites, social media, or emails, earning commissions for successful referrals or sales. Consumer Brand Preferences: The tendency of consumers to favor certain brands or products over others, shaped by factors like brand reputation, perceived quality, advertising, values, and personal experience. Digital Marketing: Strategies and tactics that use digital platforms—such as websites, social media, search engines, email, and mobile apps—to reach and engage target audiences. Consumer Behavior: The study of how individuals, groups, or organizations make decisions and act in relation to acquiring, using, and disposing of products or services, influenced by psychological, social, cultural, and economic factors. Market Preferences: The collective tendencies and choices of consumers within a particular market or demographic, shaped by cultural influences, socio-economic status, and marketing efforts. Digital Landscape: The ecosystem of digital technologies and platforms enabling online communication, interaction, and commerce, including websites, social media, mobile apps, search engines, e-commerce, and advertising networks. Marketplace Dynamics: The various forces and interactions influencing market behavior and outcomes, such as competition, consumer preferences, technological progress, regulatory changes, and economic conditions. REFERENCES Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice. Pearson UK. Kaplan, A. M., & Haenlein, M. (2020). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Akinyele, I. O., & Sanni, T. (2020). The Influence of Affiliate Marketing on Consumer Decision-Making: An Empirical Investigation. International Journal of Marketing Studies, 12(5), 58-72. Okoro, E., & Onyenucheya, C. (2018). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. In Global Marketing Strategies for the Promotion of Luxury Goods (pp. 104-128). IGI Global.