TikTok is a social media platform known for its short-form videos. Content creators, who have built a significant following on the site, often work with corporate brands to promote products to their audience, often through affiliate marketing. This involves a so-called influencer sharing products in their videos with affiliate links and then earning a commission from the company for purchases made through those links. It might be said that success lies in creating authentic content that attracts users and takes advantage of the current trends. However, for an influencer to be successful, they need to be transparent about their affiliate relationships in order to build and maintain the trust of their audience.
Writing in the International Journal of Technology Marketing, Minh T.H. Le of the College of Business at the University of Economics in Ho Chi Minh City (UEH), Vietnam, discusses how the effectiveness of affiliate marketing might be improved by users hoping to influence young people. Le’s study was based on a standardized questionnaire distributed across internet platforms. The results were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Her research identified some of the factors affecting consumer trust and buying decisions, including the opinions of other followers.
She found that the perceived expertise of content creators and feedback from their followers is important to consumer trust. Le explains that a marketing campaign can pivot on this point. However, the entertainment value of an influencer video, is perhaps the most important factor leading to better user engagement and whether that user buys the products touted by the influencers they follow.
The detailed findings discussed in IJTMKT offer practical guidance for marketers and businesses who are attempting to make the most of digital marketing. The advice suggests that companies need to understand how Key Opinion Leaders, Key Opinion Consumers, and influencers operate and the effect they have on everyday users. Given that TikTok appeals to a wide audience seeking amusement as well as product recommendations, it is worth exploring in detail its potential as a marketing channel.
Le, M.T.H. (2024) ‘Enhance the effectiveness of affiliate marketing on Tiktok for young people’, Int. J. Technology Marketing, Vol. 18, No. 2, pp.162–184.
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