Guidelines for Managing the Supplement Product Business Through Affiliate Marketing on the TikTok Application
Article Sidebar
Main Article Content
Abstract
This research explores management strategies for supplement product businesses through affiliate marketing on TikTok. Utilizing a mixed-methods approach, the study combines qualitative data from in-depth interviews and quantitative data collected through questionnaires from 400 online consumers. Findings reveal that key success factors include: (1) selecting appropriate affiliate marketers, (2) employing effective communication strategies through short videos, and (3) offering attractive commission structures to content creators. Consumer perception positively correlates with attitude and significantly influences purchasing behavior. Recommendations suggest supplement businesses should tailor marketing strategies to consumer behavior on TikTok, leverage content marketing, and use algorithmic insights to efficiently reach target audiences.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The content within the published articles, including images and tables, is copyrighted by Rajamangala University of Technology Rattanakosin. Any use of the article's content, text, ideas, images, or tables for commercial purposes in various formats requires permission from the journal's editorial board.
Rajamangala University of Technology Rattanakosin permits the use and dissemination of article files under the condition that proper attribution to the journal is provided and the content is not used for commercial purposes.
The opinions and views expressed in the articles are solely those of the respective authors and are not associated with Rajamangala University of Technology Rattanakosin or other faculty members in the university. The authors bear full responsibility for the content of their articles, including any errors, and are responsible for the content and editorial review. The editorial board is not responsible for the content or views expressed in the articles.
References
ชุติมันต์ สะสอง. (2562). กลยุทธ์การตลาดเชิงพันธมิตรเพื่อการพึ่งพาตนเองอย่างยั่งยืนของผู้ประกอบการผลิตภัณฑ์ชุมชนในจังหวัดแม่ฮ่องสอน. วารสารบัณฑิตศึกษามหาจุฬาขอนแก่น, 6(4), 241–256.
ดาณี ทรงศิริเดช. (2559). กลยุทธ์การสื่อสารการตลาดแบบพันธมิตร (Affiliate Marketing) กับการรับรู้ ทัศนคติ และพฤติกรรมการซื้อของผู้บริโภคผ่านทางพาณิชย์อิเล็กทรอนิกส์ (E-Commerce) (วิทยานิพนธ์ปริญญามหาบัณฑิต). สถาบันบัณฑิตพัฒนบริหารศาสตร์.
NECTEC. (2559). พฤติกรรมผู้ใช้อินเทอร์เน็ตในประเทศไทย. http://internet.nectec.or.th
Nuttaputch.com. (2558). ข้อมูลน่าสนใจของพฤติกรรมผู้ใช้ Internet ประเทศไทยประจำปี 2018. https://www.nuttaputch.com
Clow, K. E., & Baack, D. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Pearson.
Hoyer, W. D., & MacInnis, D. J. (2001). Consumer behavior (2nd ed.). Houghton Mifflin.
Kotler, P. (2003). Marketing management (11th ed.). Prentice Hall.
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Richard D. Irwin.
Murphy, P. E., & Enis, B. M. (1986). Classifying products strategically. Journal of Marketing Research, 23(1), 24–42.
