AFFILIATE MARKETING IN THE ERA OF TIKTOK: A REVIEW ON CONSUMER PURCHASE INTENTION AND BEHAVIORAL INSIGHTS

Abstract

The rise of TikTok as a social commerce platform has transformed the landscape of affiliate marketing, blurring the boundaries between entertainment, engagement and consumer behavior. While affiliate marketing is widely recognized for its influence on purchasing decisions, limited research has examined this phenomenon through the lens of consumer behavior and purchase intention. Addressing this gap, this paper presents a comprehensive review of twelve empirical studies published between 2023 and 2025 that investigate affiliate marketing and consumer purchase intention within the TikTok ecosystem. The review synthesizes findings across studies to identify the key determinants influencing consumer purchase intention including trust, social influence, content quality, interactivity and perceived value. Informed by behavioral and marketing perspectives particularly insights consistent with the Theory of Planned Behavior (TPB), the analysis highlights how consumers’ attitudes, social validation and sense of control shape purchase motivation in affiliate-driven environments. The results indicate that authenticity, live streaming engagement and peer-based validation are critical to building trust and converting attention into purchasing action. From a practical standpoint, the review emphasizes that successful affiliate marketing on TikTok requires relatable content, ethical influencer partnerships and culturally resonant communication strategies.