Year: 2025
Type: article
Study design: Observational Study
Abstract: Despite the numerous works done on multi-level marketing, there is still some light to be highlighted on the role of trust. This article examines the factors motivating adherence to multi-level marketing and the moderating influence of trust in the relationship between these factors and membership. On a sample of 662 distributors in the cities of Cameroon, analyzes of structural equation methods made it possible to realize that monthly income, perceived quality of products and services, organizational mode and personal development are the four factors which motivate adherence to the activity. Trust positively intensifies established relationships; its influence is stronger than the income received monthly. In addition, the Credibility dimension seems to have more effect on adherence2 factors such as benevolence.
Institution: University of Ngaoundéré
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408991772