IHATRA, DZIKRI ADITYA (2024) CONTENT ANALYSIS OF INDONESIAN AFFILIATE MARKETING COMMUNICATION STRATEGIES ON TIKTOK. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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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

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