Content Appeal’s Influence on TikTok Affiliators’ Engagement
Main Article Content
This study examined the influence of four content appeal dimensions—informative, emotional, visual, and originality—on audience engagement in the context of TikTok affiliate marketing in Indonesia. The research was motivated by the growing trend of public participation in affiliate programs. A quantitative method was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM), based on data collected from 150 respondents. The results showed that informative, emotional, and originality appeals had a positive and significant effect on audience engagement, while visual appeal did not show a significant impact. Originality emerged as the strongest factor in driving interaction. These findings indicate that informative content with emotional depth and original delivery is more effective in fostering engagement than visual content alone. This suggests that visual elements have become a common standard on TikTok, making originality, message clarity, and emotional resonance the key differentiators in capturing audience attention.
Keywords:
TikTok Affiliate, Digital Content, Engagement, Social Commerce, Social Media
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Zhao, L., Zhang, M., Ming, Y., Niu, T., & Wang, Y. (2023). The effect of image richness on customer engagement: Evidence from Sina Weibo. Journal of Business Research, 154, 113307. https://doi.org/10.1016/j.jbusres.2022.113307
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Agistiani, R., Rahmadani, A., Hutami, A. G., Kamil, M. T., Achmad, N. S., Rozak, R. W. A., & Mulyani, H. (2023). Live-streaming TikTok: Strategi mahasiswa cerdas untuk meningkatkan pendapatan di era digitalisasi. Journal of Management and Digital Business, 3(1), 1–19. https://doi.org/10.53088/jmdb.v3i1.607
Ancillai, C., Bartoloni, S., & Giorgio, E. (2024). The role of online communities in shaping the Society 5.0 paradigm: A social capital perspective. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-02-2024-0168
Askalidis, G., Kim, S. J., & Malthouse, E. C. (2017). Understanding and overcoming biases in online review systems. Decision Support Systems, 97, 23–30. https://doi.org/10.1016/j.dss.2017.03.002
Azad Moghddam, H., Carlson, J., Wyllie, J., & Mahmudur Rahman, S. (2024). Scroll, stop, shop: Decoding impulsive buying in social commerce. Journal of Business Research, 182, 114776. https://doi.org/10.1016/j.jbusres.2024.114776
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Bernovskis, A., Sceulovs, D., & Stibe, A. (2024). Society 5.0: Shaping the future of e-commerce. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 100391. https://doi.org/10.1016/j.joitmc.2024.100391
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/apjml-04-2019-0262
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on Instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708. https://doi.org/10.1016/j.jbusres.2023.113708
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/ejm-03-2017-0182
Faiqoh, N., Ambarwati, L., Setyawati, S. M., & Novandari, W. (2023). The influence of customer engagement as a mediating variable in the causal relationship between content marketing and purchase intention on the TikTok platform. Proceedings of the [Conference name], 1–11.
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16. https://doi.org/10.1016/j.jbusres.2021.12.041
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319. https://doi.org/10.1108/s1474-7979(2009)0000020014
Hu, H., Liu, Y., Lu, W. F., & Guo, X. (2022). A quantitative aesthetic measurement method for product appearance design. Advanced Engineering Informatics, 53, 101644. https://doi.org/10.1016/j.aei.2022.101644
Khairani, A., & Fachira, I. (2021). The influence of different digital content marketing on consumer engagement in the tourism sector. International Journal of Social Science and Business, 5, 443–450. https://ejournal.undiksha.ac.id/index.php/IJSSB
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2012). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90. https://doi.org/10.2753/jec1086-4415160204
Pambudi, B. S., Hartini, S., & Kusumasondjaja, S. (2023). Pengaruh perceived trustworthiness of eWOM, perceived value dan customer engagement terhadap purchase intention. Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi, 18(1), 126. https://doi.org/10.30742/equilibrium.v18i2.2641
Ratnawati, L. S., & Sanaji, S. (2024). Pengaruh customer engagement terhadap online purchase intention dengan customer operant resources sebagai variabel intervening pada layanan platinum mahasiswa di Vidio.com. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 14(1), 45–64. https://doi.org/10.30588/jmp.v14i1.2088
Reimer, T. (2023). Environmental factors to maximize social media engagement: A comprehensive framework. Journal of Retailing and Consumer Services, 75, 103458. https://doi.org/10.1016/j.jretconser.2023.103458
Rohayati, Y., & Abdillah, A. (2024). Digital transformation for era Society 5.0 and resilience: Urgent issues from Indonesia. Societies, 14(12), 1–16. https://doi.org/10.3390/soc14120266
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53, 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
Syrdal, H. A., Myers, S., Sen, S., Woodroof, P. J., & McDowell, W. C. (2023). Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior. Journal of Business Research, 163, 113875. https://doi.org/10.1016/j.jbusres.2023.113875
Tanwar, S. (2024). Two decades of research on affiliate marketing: A systematic literature review. Journal/Publisher not specified.
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1–20. https://doi.org/10.1177/0022242919841034
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market. Journal of International Marketing, 31(1), 106–123. https://doi.org/10.1177/1069031x221129554
Widaningsih, T. T., Kusumaningrat, M. M. W., & Marta, R. F. (2023). The influence of TikTok content creator on consumptive behavior of teenagers in online shopping. Jurnal ASPIKOM, 8(2). https://doi.org/10.24329/aspikom.v8i2.1206
Zhang, K. Z. K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95–108. https://doi.org/10.1016/j.dss.2016.04.001
Zhao, L., Zhang, M., Ming, Y., Niu, T., & Wang, Y. (2023). The effect of image richness on customer engagement: Evidence from Sina Weibo. Journal of Business Research, 154, 113307. https://doi.org/10.1016/j.jbusres.2022.113307
Ziakis, C., & Vlachopoulou, M. (2023). Artificial intelligence in digital marketing: Insights from a comprehensive review. Information (Switzerland), 14(12). https://doi.org/10.3390/info14120664
