Affiliate Marketing Strategies Through Micro-Influencers to Analyze Consumer Purchasing Behavior Based on Content Quality on the TikTok Platform

Abstract

This study, titled “Affiliate Marketing Strategy through Micro Influencers to Analyze Consumer Purchase Behavior on the TikTok Platform,” investigates the communication strategies employed in affiliate marketing via micro influencers and their influence on consumer purchasing decisions. The research also aims to compare audience interest across different product categories and assess the effectiveness of affiliate marketing communication on TikTok.

An experimental research design was employed, utilizing the micro influencer “Neoy_Thipsuda,” who published 12 TikTok videos promoting products in three categories: health and beauty, fast-moving consumer goods (FMCG), and durable goods. Consumer behavior was analyzed through content engagement and purchase-related actions, such as click-throughs to product carts.

The findings revealed that health and beauty content garnered the highest audience engagement, with significantly higher view counts and click-through rates compared to other product categories. These results underscore the importance of aligning product types with suitable micro influencers to enhance affiliate marketing outcomes. Authentic, relatable communication from influencers was found to be a key factor in building audience trust and driving purchase consideration.