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INVESTIGATING THE IMPACT OF AFFILIATE MARKETING ON BRAND AWARENESS

I would like to give acknowledgment to the most merciful and powerful almighty Allah, to provide me strength and capability to accomplish this research thesis without any hurdles. I am very thankful to my thesis supervisor (TEACHER’S NAME), he helped at every stage of this research. I am also very thankful to Iqra University teachers who have supported and guided me time to time to complete this research thesis and enhanced my research work with intention of making this research valid and true. Last but not least, I also would also like to thank my loving parents, siblings and friends who were always with me for every kind of support to complete this research thesis.

ABSTRACT

The study has been conducted in order to examine the different models and strategies of the affiliate marketing and how these models are significantly impacting on the brand awareness of the firm. The aim of this research study is to evaluate and investigate the impact of affiliate marketing on the brand awareness of the businesses. This research study has utilized the primary method of data collection where the data is collected from a survey through the questionnaire tool. Particularly for this research study, the researcher has used 280 respondents that include managers, third party marketing firms and customers. One sample test has been used in order to compare the mean of one population with the mean of sample. Furthermore, the researcher has adopted the reliability and validity test in this research. The main finding of research suggested that there is a significantly positive impact of affiliate marketing is on the brand awareness. The study suggests that successful affiliate marketing can only happen when brands offer higher commission on sales. Therefore brands should choose such affiliate marketers and such networks that offer values related to the brands’ products and services on the digital platform.

Table of Contents

CHAPTER 1: INTRODUCTION

Overview

Affiliate marketing is a tool that is extremely powerful as well as profitable tool of marketing. Affiliate marketing can be defined as a marketing program where there are two parties are involved such as; merchants and advertiser or affiliate advertiser. According to Edelman and Brandi (2015), affiliate marketing is the collaborative and business to business technique where business wants to market its products and services with the help of affiliate advertisers by mobilizing Internet tools and techniques for the advertisement. Furthermore, affiliate marketing is purely based on performance based marketing, since affiliate advertisers get the compensation through the amount of clicks they get from the advertisement. According to Rotich and Mukhongo (2015) elaborates that affiliate marketing or commonly known as the performance based marketing operates in a way where organizations promotes the products and services of their client and get the commission on sales and commission on very click .

Consumers are the key for every organization and are the source of survival for every business. Organization uses marketing tool in order to inform, persuade and fulfill its customer’s needs.  The prime motive of the marketing is to bring awareness of the existence of the brand. With the help of marketing, businesses tends to convey messages to their prospect customers that they do exist and have products and services that can probably full fill their needs and wants. There are different methods and techniques of the marketing used by brands such as traditional marketing involves all the Above the line marketing activities (ATL) that involves that mass media and through ATL activities businesses want to expand their reach and another one is Below the line activities that seeks to a consumer rather than reaching to mass target audience. Prime motive of the marketing is to build a long lasting relationship with its prospect customers and lessen the communication gap. Marketing helps firms to inform its customers regarding the new product offerings create a positive image of brands and increase sales and generate revenues.

According to Hyder (2016) elaborate that traditional marketing is the way too expensive and ineffective so companies are diverting their attentions towards the affiliate marketing.  The genre of the research study is to examine the different models and strategies of the affiliate marketing and how these models are significantly impacting on the brand awareness of the firm.

Problem Statement

The aim of this research study is to evaluate and investigate the impact of affiliate marketing on the brand awareness of the businesses.

Background of the Study

Firm’s prime motive is to generate revenues from their prospect customers. Organization can achieve its revenues from their consumer and consumer buying behavior can be persuaded with the help of marketing. Marketing is the backbone of the company, which assists and facilitates the company to inform and persuade their customers related to their product/service offerings. Marketing helps the firms to create a significant image of the brand in the mind of its prospect customers (Armstrong, Adam, Denize & Kotler 2014). Marketers use different and numerous marketing tactics and strategies to develop the positive image of the brand. There are traditional and contemporary methods of marketing used by marketers. In traditional marketing, marketers uses ATL and BTL marketing strategies that are impersonal and results of the marketing efforts are hard to evaluate. However, the contemporary marketing tactics includes the experiential marketing and also use of Internet communication medium for the marketing (Leisenberg, 2016). Due to increase in the use of Internet from past few decades and also emergence of e-commerce in the market place compel organization to use the online or digital marketing.

In past few decades, use of internet has been increasing and with the advent of social media and several search engines compel firm to exploit that opportunity to market their products and services and expand their reach (Sharma, 2015). Traditional marketing is extremely expensive way of marketing and also losses it essence because of less interactivity with the potential customers. Manu researchers draw lack of attention towards the issues related to traditional marketing and benefits of affiliate marketing. Affiliate marketing is the part of online and digital marketing and that was successfully implemented by Amazon with the launch of its first associate program back in 1996. So with the successful venture of Amazon with its affiliates gave the boosts to affiliate marketing on the whole. Though there are immense research studies have been conducted on the procedures, model and benefits of the affiliate marketing but researchers scarcely included the brand awareness aspect with the affiliate marketing. This research study would measure the significant impact of affiliate marketing on the brand awareness.

Objective of the Study

  • The study prime objective is to demonstrate the significance impact of affiliate marketing on product information
  • This research study objective is to investigate the significance impact of affiliate marketing on sales and promotions of the brand.
  • The research study objective is to investigate the significant impact of affiliate marketing on brand image.
  • The research study objective is to investigate the significance impact of affiliate marketing on brand attributes.

Significance of the Study

Chapter one has covered the introduction of the research study and provided the complete overview of the research aspects. Chapter two of this research study has provided the vast previous research studies conducted by the researchers on the similar topic. Chapter three of this research study has covered the research methodologies implemented by the researcher. Chapter four and chapter five provides the final findings, thorough discussion on the result findings or the conclusion and also researcher has provided the recommendation based on research findings.

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Appendix

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