International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2024 Volume 12 Issue 3
Available Online: 31 May 2024
Author/s:
Sibulan, Ferinz Christian T.*
Divine Word College of San Jose, Philippines (sibulanferinz@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
Short-form video content, profitable advertising, and rising affiliate partnerships attract businesses to TikTok. This study evaluates TikTok as a marketing platform, studies participants’ market niche, and affiliate marketing’s impact on customers. According to the report, TikTok can be an effective marketing platform if firms use its advantages: word-of-mouth marketing, higher possibility of being widely shared, and influencer marketing potential. The study discovered that young professionals have distinct purchase behavior, therefore the researcher defined five market niches: savvy and streamlined customers, health and beauty junkies, spontaneous shoppers, experience-driven purchasers, and peer-generated endorsement. The researcher’s market niche indicates that segmenting markets helps businesses provide targeted messages to certain people. This boosts ad and content engagement, enhancing campaigns and ROI. Finally, TikTok affiliate marketing’s content quality, audience engagement, product presentation, pricing comparisons, and source legitimacy influence selected young professionals’ purchase decisions. This study informed TikTok users about affiliate marketing and offered new strategies to improve their platform and reputation as a successful marketing platform. This research helps TikTok marketers and those contemplating it. Finally, researchers in various industries and e-marketing platforms will benefit from this study by having a more in-depth investigation. Thus, it is recommended that businesses should also consider TikTok’s escalating pricing, demographic bias, and platform instability; businesses should also engage with the right materials for the right audience, market segmentation may be done effectively because having a solid market niche helps ensure that specific customers will want to buy from your business instead of the competition.
Keywords: affiliate marketing, TikTok, market niche, young professional, marketing platform, social media marketing
DOI: https://doi.org/10.5861/ijrsm.2024.1050
Cite this article:
Sibulan, F. C. T., & Limos-Galay, J. A. (2024). TikTok affiliate marketing: Factors influencing purchase intention of young professional consumers in Santa Cruz, Occidental Mindoro. International Journal of Research Studies in Management, 12(3), 47-66. https://doi.org/10.5861/ijrsm.2024.1050
* Corresponding Author