Unveiling the different dynamics of the tiktok affiliate marketing in the Philippines : processes, experiences, and socio-economic impacts

Date

6-2024

Academic Strand

Science, Technology, Engineering, and Mathematics (STEM) Strand

Adviser

Judith M. Bernardo

Principal

Buela, Mabel S.

Abstract

To facilitate TikTok affiliate marketing, the platform recently introduced the yellow basket feature, which directs users to the in-app shopping section called TikTok Shop. Despite the growing prominence of TikTok affiliate marketing, research in this area remains limited. This study aims to bridge this gap by examining the experiences and socio-economic impacts through in-depth Zoom interviews with Filipino students doing affiliate marketing. Utilizing thematic analysis to analyze the data, the research discusses the different aspects of TikTok affiliate marketing, focusing on processes, experiences, and socio-economic impacts. The research identified and described the various processes and brand deals associated with TikTok affiliate marketing. Key findings from interviews with participants indicate that authenticity is the most effective strategy for building trust and relationships with the audience. Time management emerges as a critical skill for student marketers balancing academic pursuits and content creation. Furthermore. personal motivations, such as the desire for financial independence or creative expression, significantly influence their commitment and success in this field. The study highlights several positive impacts of affiliate marketing, including improved financial situations, relationships, and the expansion of professional networks. Additionally. receiving free products was noted as a significant benefit. However, challenges such as income unpredictability, industry saturation, shadow banning, content grabbing, privacy concerns, and mental health pressures were also identified. In conclusion. the research provides valuable insights for a comprehensive understanding of the various complexities regarding TikTok affiliate marketing.

Language

English

LC Subject

Capstone

Location

UP Rural High School

Document Type

Capstone

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