Examining Affiliate Marketing as a Driver of Internet Banking Adoption: Evidence from Nigerian Universities

Abstract

This research examined the effect of affiliate marketing on customers’ adoption of internet banking services among academic staff of Universities in Ekiti State, Nigeria. The objective of the study is to determine the significant effect of affiliate marketing on customers’ patronage of internet banking services. A descriptive survey design was employed using a structured questionnaire to obtain responses from the respondents. The survey instrument consisted of 15 items using a 4-point scale of Likert type. The study population comprised all academic staff across the four Universities in Ekiti State. The stratified sampling technique was adopted using a disproportionate method to select respondents from the population of the study. The study surveyed 326 staff, out of which 325 copies of the questionnaire were successfully recovered. The data collected were analysed using multinomial logistic regression model. The result revealed that affiliate marketing significantly influences internet banking adoption. The prob > chi² value for affiliate (0.0001) indicated that the model was significant, while the pseudo R² value of 0.0646 for affiliate marketing confirmed the fitness of the model. The result of the t-test showed that there was a significant influence of affiliate marketing. The study concluded that affiliate marketing influenced customers’ adoption of internet banking services such as POS, ATM, Tele-banking and others in Ekiti State.