The engaging tripods of influencer marketing, influencers, and affiliate marketing: Establishing current nexus between Nigeria and South Africa contexts

This chapter examines the relationships between affiliate marketing, influencers, and influencer marketing, emphasising the perspectives between South Africa and Nigeria. The chapter intends to clarify the changing role of influencers and affiliate marketing in influencing consumer behaviour and raising brand recognition in the Nigerian and South African markets. The chapter investigates the mutually beneficial relationship that exists between influencer marketing and influencers, in which the latter use their internet presence to promote affiliate products for specific benefits. Through an analysis of digital trends and market dynamics, the chapter provides valuable insights into the distinct advantages and barriers encountered by influencers and brands within the two regions. While examining regional brands’ adoption of influencer marketing in campaign promotion between Nigeria and South Africa, the chapter also looks at cross-border differences between influencers in South Africa and Nigeria, emphasising their strategies for promotion and increasing market share. Thus, the chapter provides recommendations for brands, marketers, and influencers seeking to capitalise on the current nexus between Nigeria and South Africa, highlighting the importance of legitimacy, transparency, and cultural sensitivity in building successful influencer marketing, and affiliate marketing campaigns.