Impact of affiliate marketing on TikTok platform on brand equity and consumer intention

Abstract

In the context of the rapid development of social networking and digitization, TikTok has become one of the most popular platforms for marketing and promoting brand products. Marketers and businesses see the potential of using "affiliate marketing" on TikTok to get products to their target audience. However, there are currently not many specific studies on the effectiveness of affiliate marketing on this platform. More research is needed on the impact of affiliate marketing on brand equity and consumer intention. Therefore, this study will clarify and try to build a research model describing the influence of affiliate marketing on the TikTok platform on brand equity and consumer intention.