The Rise of Social Commerce: Analyzing TikTok Shop´s Affiliate Marketing Model and its Impact on Gen Z Consumer Behavior

Rueda Velasco Sebastian Juan (2025) The Rise of Social Commerce: Analyzing TikTok Shop´s Affiliate Marketing Model and its Impact on Gen Z Consumer Behavior. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis investigates the influence of TikTok Shop’s affiliate marketing model on Gen Z’s purchasing decisions, trust, and consumer behavior. It carries a mixed-methods approach, combining a quantitative survey of the United States of America Gen Z TikTok users with qualitative interviews of TikTok Shop affiliates and a shop owner. The survey (157 responses) measured usage patterns and attitudes, while interviews with five industry participants (three affiliate creators, an affiliate coach, and a shop owner) provided additional context and depth. This mixed design blends broad quantitative data with rich qualitative insights. Findings indicate that TikTok Shop merges entertainment and commerce into an immersive “shop-entertainment” experience. Authentic content strongly drives purchasing: 84% of respondents cited an “authentic demonstration of the product in use” as the top influence on their buying decisions. This content-driven model encourages more spontaneous, discovery-driven shopping compared to traditional e-commerce. Trust depends on authenticity and transparency: while Gen Z consumers trust creators who show genuine enthusiasm, the mandatory “creator earns commission” label reduced trust for 81% of viewers. Follower count had a small effect on credibility (over 90% said it was not important). Product quality/authenticity emerged as the main concern (47% of respondents), and satisfied shoppers often became loyal, a majority of buyers would repurchase from the same affiliate or continue following them. The study highlights that TikTok Shop represents a new social commerce paradigm where success depends on authenticity and community. Brands and creators should prioritize genuine storytelling, user engagement, and solid post-purchase support to connect with Gen Z. Unlike traditional e-commerce, Gen Z currently tends to reserve large, planned purchases for established platforms, but this may change as TikTok Shop’s trust and ecosystem mature. Overall, the findings suggest that leveraging TikTok’s content ecosystem and transparent affiliate marketing strategies can effectively engage young consumers in the evolving social commerce landscape.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	affiliate marketing, digital marketing strategies, E-commerce trends, Gen Z consumer behavior, influencer marketing, social commerce, Social media, TikTok marketing, TikTok shop
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:58
Utolsó módosítás:	2026. Ápr. 09. 14:58
URI:	http://dolgozattar.uni-bge.hu/id/eprint/60017

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