TikTok Affiliate Marketing as a Strategy for Economic Growth in Digital Entrepreneurship

Abstract

The rapid advancement of digital technology has transformed the economic landscape by creating new opportunities for entrepreneurship and income generation through social media platforms. Among these platforms, TikTok has emerged as a significant digital marketing ecosystem, particularly through its Affiliate Program, which enables users to promote products and earn commissions from sales. Despite its growing popularity, public understanding of TikTok Affiliate as a legitimate economic activity remains limited, and the profession is often associated with negative stereotypes. This study aims to examine the role of TikTok affiliates in enhancing economic opportunities and supporting digital business development, identify the marketing strategies employed by affiliate creators, and explore audience perceptions of the profession. A qualitative approach was adopted using non-participant observation and content analysis. Data were collected from five selected TikTok Affiliate creators with substantial audience engagement, complemented by an analysis of audience comments and interactions to capture public perceptions. The findings reveal that successful affiliate marketing strategies on TikTok are characterized by storytelling techniques, product demonstrations and unboxing content, participation in viral trends, and promotional activities such as discounts and giveaways. Furthermore, audience perceptions toward TikTok Affiliates are diverse, encompassing positive, negative, and neutral viewpoints. Positive perceptions emphasize its potential as an accessible source of income and for digital entrepreneurship, while negative perceptions relate to concerns about excessive promotion, credibility, and product authenticity. The study also identifies key challenges, including intense competition among affiliates and the absence of clear promotional guidelines. These findings highlight the growing significance of TikTok Affiliate as a social media-based marketing model that contributes to economic empowerment and digital business development. The study offers practical and theoretical insights into the evolving relationship between digital marketing, social commerce, and entrepreneurial opportunities in the digital economy.