EVALUATION OF AFFILIATE MARKETING STRATEGIES OF SELECTED TIKTOK SELLERS; BASIS FOR IMPROVED FINANCIAL PERFORMANCE

Abstract

Due to intense competition in the business industry, entrepreneurs are using competitive strategies to retain existing customers, reach new ones, and attract customers from different places. Given the notable advancements in information and communications technology (ICT), a social media platform named TikTok has rapidly gained popularity. This popularity makes it an attractive platform for businesses to promote their products and services using affiliate marketing strategies. It involves promoting someone’s goods or services in return for a commission. The study's primary purpose is to evaluate the affiliate marketing strategies utilized by TikTok sellers who promote and sell beauty products. This study used a descriptive research design with a quantitative approach. The researchers gathered data from thirty (30) TikTok sellers of beauty products as respondents through a survey questionnaire. The results revealed that respondents who specialize in selling beauty products and are 20-30 years old are skilled in utilizing social media platforms and earn moderate income through collaborating with fewer than 10 affiliates on TikTok. Affiliate marketing strategies were all positively received by respondents, with strong agreement indicating their effectiveness in increasing visibility and awareness of sellers' TikTok shops. Integrating these strategies with TikTok affiliates can facilitate product showcasing, customer engagement, and reaching new customers, which leads to growth in sales. This study reveals that TikTok is highly competitive, making it challenging for sellers to stand out and attract customers. The evaluation of affiliate marketing strategies among selected TikTok sellers in terms of live selling, product reviews, video skits, marketing posts, giving free items, and promotions and discounts all positively contributed to respondents' financial performance. Staying informed about TikTok's updates and trends, integrating these strategies creatively, and collaborating with affiliates can enhance product showcasing, customer engagement, and improve financial performance, which drives business growth.