Title: Enhance the effectiveness of affiliate marketing on Tiktok for young people

Authors: Minh T.H. Le

Addresses: College of Business, University of Economics Ho Chi Minh City (UEH), Vietnam

Abstract: Tiktok has been a widespread site across the globe, notably during and post COVID-19. Since Tiktok is a well-known platform for consumer communication, affiliate marketing for brands and companies has been more prevalent. Previous research has not shown any significant considerations for selecting an affiliate marketing account for a firm. This research will explore how Tiktoker adherents' opinions change. Follower feedback strengthens subjective norms. The video's playfulness will inspire viewers to follow, watch, and purchase from Tiktokers. This study's data were gathered through internet sites using a standardised, structured questionnaire. PLS-SEM approach was utilised to evaluate the data. The findings demonstrate that knowledge and expertise increase the trustworthiness of Tiktokers promotional videos. Reviews of followers on the account of Tiktokers owners have a strong impact on purchase consideration. Finally, the entertainment of the videos attracts users to watch the videos, and increases the likelihood of viewing on the link and making a purchase. Both theoretical and practical implications were discussed.

Keywords: affiliate marketing; knowhow; trust; followers' review; entertainment videos; click on advertised link in the bio profile.

DOI: 10.1504/IJTMKT.2024.137669

International Journal of Technology Marketing, 2024 Vol.18 No.2, pp.162 - 184

Received: 06 Oct 2022
Accepted: 19 Jun 2023
Published online: 02 Apr 2024 *

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