Favour YUSUF

This study investigates the attitude and adoption of affiliate marketing and drops hipping among university students. The main purpose of this study was to specifically find out the level of awareness, influence of academic commitments, impact does ethical dilemmas influence of fear of exploitation and challenges on students' participation in affiliate marketing and drops hipping. The design of the study was a survey research design. The population target of this study comprised of 100 University of Benin student. The research instruments used in gathering data was the questionnaire, which were administered to students of University of Benin. The instrument was validated by the research supervisor and other lecturers in the Department of Entrepreneurship. Mean, standard deviation, percentages, Pearson correlation and regression analysis were used analyze the research questions and hypotheses.
The findings reveal that level of awareness, academic commitments, ethical dilemmas, fear of exploitation and challenges significantly influenced student adoption of affiliate marketing and drops hipping ((P<0.05). It was also revealed that the most the most important factors that resulted to adoption of affiliate marketing and drops hipping were academic commitments (0.780), ethical dilemmas (0.755), fear of exploitation (0.738), level of awareness (0.604) and challenges (0.581) respectively. Based on the findings, the researcher recommended that workshops, seminars, and training should be held to teach students about drops hipping and affiliate marketing, Students should connect with affiliate marketing and drops hipping experts and influencers to provide guidance and mentorship, Government and NGOs should encourage youth to develop skills in digital marketing and content creation through online courses or vocational training programs to enhance their affiliate marketing and drops hipping skills.