THE INFLUENCE OF RETARGETING AND AFFILIATE MARKETING ON YOUTH BUYING BEHAVIOUR USING THE ANALYTIC HIERARCHY PROCESS (AHP)

C. I. OMOERA; T.O OLUFAYO; O. T. BULUGBE

C. I. OMOERA Department of Business Administration, University of Lagos, Nigeria.
T.O OLUFAYO Department of Business Administration, University of Lagos, Nigeria.
O. T. BULUGBE usiness Administration Department, Lagos State University of Science and Technology, Ikorodu

Keywords: Affiliate Marketing, Brand loyalty, Promotion, Retargeting, Youth Buying Behaviour

Abstract

This research considers the impact of retargeting as well as affiliate marketing on youth buying behaviour using the Analytic Hierarchy Process (AHP) model in considering ways by which digital variables influence the behaviour exhibited by buyers and determining the very crucial instrument among retargeting and affiliate marketing. The research adopts descriptive using a cross-sectional survey research design and the convenient sampling technique was used to draw respondents who are the youth consumers in Lagos state within the three major local government of interest. In total, 300 copies of the questionnaire were administered with 200 completed and returned, showing 90 % rate of response. From the returned questionnaire, one hundred and twenty (120) were considered because they were rightly filled and were useful to be analysed using AHP. Analysis was done from the collected data via Microsoft excel to develop criteria rate as well as scores which is based via pairwise comparison alternative and criteria while making use of a ratio scale ratio measurement. The finding shows that the need for retargeting was prioritized first by youth buyers that are digital users with high importance of weight 58 percent. For the affiliate marketing criterion, brand loyalty (BL) is considered the most influential in the brand category. The study recommends that digital marketing practitioners should design and implement strategies that are targeted and tailored towards the youth as suggested by AHP local and global priorities to ensure that the youth find the advert relevant to their needs and product that can pass the test of integrity which invariably leads to brand loyalty.