Sahel International Journal of Administration and Governance (SIJAG)
Effects of Affiliate Marketing and Mobile Marketing on Consumer Buying Behaviour in Adamawa State, Nigeria
Yusuf Mohammed — American University of Nigeria
Itodo John Itodo — Department of Business Administration and Entrepreneurship, Faculty of Administration and Management Sciences, Adamawa State University, Mubi, Nigeria
MOHAMMED, Sali — Department of Business Administration and Entrepreneurship, Faculty of Administration and Management Sciences, Adamawa State University, Mubi, Nigeria
* Corresponding author
Sahel International Journal of Administration and Governance (SIJAG) · Vol. 1 No. 2 (2026)
· pp. 1-14
Published 18 October 2026
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Published 18 October 2026
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Abstract
This study examined the effects of affiliate marketing and mobile marketing on consumers' buying behaviour in Adamawa State, Nigeria. The study was motivated by the growing adoption of digital technologies and the increasing use of mobile devices and third-party digital promoters in communicating product information and influencing consumer purchase decisions. A descriptive survey research design was adopted within a quantitative methodological approach. The study targeted active online consumers in Yola South, Mubi North, Ganye, and Fufore Local Government Areas. A multi-stage sampling strategy was adopted and the sample size of 400 respondents was determined by Yamane’s formula. The hypotheses were tested using multiple linear regression. Data were collected using a structured questionnaire. After the administration of 450 questionnaires, 332 valid questionnaires were retained, with a response rate of 73.8%. The regression model was statistically significant and explained 47.4% of the variance in consumer buying behavior (R2 =.474; F = 41.381, p< 001). The results indicated that affiliate marketing had a positive and significant impact on consumer buying behavior (β = .162, p = .001). Similarly, mobile marketing has a positive and significant impact on consumer buying behavior (β = .149, p = .003). The study concludes that affiliate and mobile marketing are vital digital marketing strategies in influencing consumer purchasing decisions in Adamawa State. It advises companies to optimize affiliate programs with trusted partners, and to consider mobile-first marketing strategies such as SMS, WhatsApp Business and mobile-friendly platforms.
Keywords: Affiliate Marketing, Mobile Marketing, Consumer Purchase Behavior, Digital marketing, Nigeria