The Influence of Consumer Attitudes and Behavior on the Tiktok Affiliate Marketing Program

Taufiq Hidayatullah, Sarifuddin T, Rasmi Nur Anggraeni, Marwana Marwana

Abstract


TikTok affiliate marketing program has become a popular method for marketers and influencers to promote products and services to consumers. However, currently, there are still a number of issues that may arise regarding consumer attitudes and behaviors towards this program. This study aims to analyze the factors that may influence consumer attitudes towards TikTok affiliate marketing programs, including the level of trust, the level of discomfort due to overly aggressive promotions, and the mismatch of products with consumers' post-purchase expectations. It is hoped that this research will provide insights into how marketers and influencers can improve the quality of TikTok's affiliate marketing program and enhance the consumer experience.

Keywords


TikTok Affiliate;Marketing Program;Consumer Behavior;Experience;Promotions

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DOI: https://doi.org/10.30596/miceb.v2i0.896

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