Title: Multi-level marketing and distributor's retention: the effect of moderating role of distributor's job satisfaction in an emerging economy

Authors: Amina Muhammad Liman; Muhammad Shaheer Nuhu; Zainab Lawal Gwadabe; Maryam Mustapha; Kaltume Mohammed Kamselem; Mohammed Sani Abdullahi

Addresses: Department of Business Administration and Entrepreneurship, Bayero University, Kano, Nigeria ' School of Arts, Social and Management Science, Skyline University, Kano, Nigeria ' Department of Business Administration, Yusuf Maitama Sule University, Kano, Nigeria ' Department of Business Administration and Entrepreneurship, Umaru Musa Yaradua University, Katsina, Nigeria ' Department of Business Administration and Entrepreneurship, Bayero University, Kano, Nigeria ' Department of Management and Marketing, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia

Abstract: This study examines the direct effect of multi-level marketing (MLM) reward systems, time flexibility in MLM business on distributors' retention and moderating role of distributors' job satisfaction on the relationship between MLM reward systems and time flexibility in MLM business and distributor's retention. In this study, survey method was conducted with a sample size of 384 respondents across the total population of MLM distributors, which was analysed using PLS-SEM version 4.0.3.9. The findings of this study established that, the relationship between perceived attractiveness of MLM reward systems and distributors' retention was supported, while that of time flexibility in MLM business reported an insignificant relationship, hence, rejected. Furthermore, the results revealed that distributor's job satisfaction moderate the relationship between MLM reward system and distributor's retention. Additionally, distributor's JS does not moderate the association between time flexibility in MLM business and distributors' retention.

Keywords: distributors' retention; job satisfaction; multi-level marketing; MLM; reward systems; time flexibility.

DOI: 10.1504/IJEMR.2026.151737

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.2, pp.242 - 263

Received: 17 Jan 2023
Accepted: 01 May 2023
Published online: 18 Feb 2026 *

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