CONTENT ANALYSIS OF INDONESIAN AFFILIATE MARKETING
COMMUNICATION STRATEGIES ON TIKTOK
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Institusion
Universitas Diponegoro
Author
IHATRA, DZIKRI ADITYA
Subject
Social Science and Political Science
Datestamp
2025-01-16 02:28:56
Abstract :
Despite extensive literature on social media marketing, including its methods, strategies, and efficacies, research on affiliate marketing is greatly lacking due to its novelty in Indonesian social media domains. This research investigates the strategies behind successful Indonesian affiliate marketing on TikTok using content analysis, where 5 successful contents from 5 keywords each are collected, making a total of 25 content to be analysed using the Electronic Eloquence Model. This research reveals several key findings. The study confirms that Jamieson?s electronic eloquence model is effective in analysing persuasive elements in affiliate marketing campaigns. Data analysis identifies distinct functions for each model element: self-disclosure builds rapport and credibility; conversational style enhances authenticity and authority; synoptics capture attention and summarize information; and visual dramatization engages and inspires the audience. Successful affiliates strategically combine these elements, tailoring them to the product and audience for maximum persuasiveness. The study synthesizes these insights into a strategy centred on storytelling and visuals?where storytelling guides content flow with relatable and aspirational elements, and visuals enhance credibility, aesthetics, and attention. These findings provide actionable strategies for individuals aiming to succeed as affiliates on TikTok. Keywords: Indonesian affiliate marketing, TikTok marketing strategies, social media persuasion, electronic eloquence model, content creation. 135 kom 2024
Despite extensive literature on social media marketing, including its methods, strategies, and efficacies, research on affiliate marketing is greatly lacking due to its novelty in Indonesian social media domains. This research investigates the strategies behind successful Indonesian affiliate marketing on TikTok using content analysis, where 5 successful contents from 5 keywords each are collected, making a total of 25 content to be analysed using the Electronic Eloquence Model. This research reveals several key findings. The study confirms that Jamieson?s electronic eloquence model is effective in analysing persuasive elements in affiliate marketing campaigns. Data analysis identifies distinct functions for each model element: self-disclosure builds rapport and credibility; conversational style enhances authenticity and authority; synoptics capture attention and summarize information; and visual dramatization engages and inspires the audience. Successful affiliates strategically combine these elements, tailoring them to the product and audience for maximum persuasiveness. The study synthesizes these insights into a strategy centred on storytelling and visuals?where storytelling guides content flow with relatable and aspirational elements, and visuals enhance credibility, aesthetics, and attention. These findings provide actionable strategies for individuals aiming to succeed as affiliates on TikTok. Keywords: Indonesian affiliate marketing, TikTok marketing strategies, social media persuasion, electronic eloquence model, content creation. 135 kom 2024
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