TIKTOK AFFILIATE AS A NEW INNOVATION IN SOCIAL COMMERCE: THE ROLE OF SHORT-VIDEO MARKETING

Abstract

The rapid growth of digital technology and social media has significantly transformed modern marketing strategies, particularly through the TikTok platform. This study synthesizes findings from eight articles examining TikTok’s role in social commerce, digital marketing, MSME branding, user behavior, and business performance enhancement. The analysis indicates that TikTok features—such as TikTok Shop, TikTok Affiliate, and micro-vlogging—positively influence brand awareness, promotional effectiveness, and business performance. Factors such as system quality, user trust, content creativity, and audience engagement contribute to the success of TikTok-based strategies. MSMEs utilize this platform through storytelling, viral trends, and short-form video content, supported by digital and financial literacy. Large-scale data analysis further reveals that user attention remains stable and is shaped by recommendation algorithms. Overall, TikTok operates as an effective digital ecosystem for expanding markets, optimizing marketing activities, and creating economic opportunities for individuals and MSMEs.