MODERATING ROLE OF COMPETITIVE INTENSITY ON THE RELATIONSHIP BETWEEN AFFILIATE MARKETING AND SALES GROWTH OF SMALLAND MEDIUM SCALE ENTERPRISES IN KADUNA STATE

This study investigated the effect of affiliate marketing and competitive intensity on the sales growth of small and medium-sized enterprises (SMEs) in Kaduna State, Nigeria. Specifically, the study examined the direct effects of affiliate marketing and competitive intensity on sales growth and further explored the indirect effect of competitive intensity on sales growth through affiliate marketing. Aquantitative research design was employed, and data were collected from SME managers and owners using structured questionnaires. The data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS software. The results revealed that affiliate marketing significantly have effects on sales growth, indicating that SMEs that adopt affiliate marketing are more likely to experience improved sales growth. Similarly, competitive intensity was found to have a strong and significant positive effect on sales growth. However, the study also established a negative and significant indirect effect of competitive intensity on sales growth through affiliate marketing, indicating that although competition stimulates sales directly, it reduces the effectiveness of affiliate marketing in driving growth. The study concludes that both affiliate marketing and competitive intensity are critical drivers of SME growth. It recommends that SMEs strengthen their affiliate marketing by integrating them with other digital strategies, pursue differentiation in competitive markets, and leverage innovation to sustain growth. Marketers are also encouraged to provide supportive frameworks and training to enhance SMEs' digital marketing capabilities.