Raising The Level of Affiliate Users: How Gamification in Tiktok’s Affiliate Program Drives Creator Productivity and Consumer Purchasing Decisions

DOI

10.2991/978-94-6239-752-1_30How to use a DOI?

Keywords

Social Commerce; TikTok Affiliate Marketing; Audience Engagement; Creator Productivity; Gamification

Abstract

The fast development of social commerce has changed the practice of digital marketing, specifically, affiliate programs, which are a part of short-video platforms like Tik Tok, where creators of content serve as the main mediators that drive product sales and impact consumer buying behaviors. This paper will explore how the creator performance metrics such as the frequency of content creation, sales performance and audience engagement influence creator productivity and consumer buying behavior in the TikTok affiliate marketing environment. A quantitative method was utilized by gathering information on 101 Tik Tok affiliate creators in Indonesia, and structuring it with Structural Equation Modeling (SEM). The results indicate that the audience interest and the rate of content creation have a significant positive effect on the productivity of the creator, whereas the audience interest and the sales performance have a significant positive impact on consumer decision to purchase; unlike the content creation frequency that does not have any direct significant impact on consumers to purchase. These results show that the level of active audience engagement and performance of the creators is central to defining both productivity and consumer behavior, and this is why the focus on the strategies that will help increase engagement and performance will be key to making affiliate marketing more efficient in the context of social commerce.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Echy Alsepvani
AU  - Vidhia Andhara
AU  - Ari Agung Nugroho
AU  - Devi Valeriani
PY  - 2026
DA  - 2026/09/04
TI  - Raising The Level of Affiliate Users: How Gamification in Tiktok’s Affiliate Program Drives Creator Productivity and Consumer Purchasing Decisions
BT  - Proceedings of the9th International Conference on Business, Economics, Social Sciences & Humanities – Economics, Business and Management Track (ICOBEST-EBM 2026)
PB  - Atlantis Press
SP  - 359
EP  - 374
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-752-1_30
DO  - 10.2991/978-94-6239-752-1_30
ID  - Alsepvani2026
ER  -