Modal Sosial Pengguna Tiktok Affiliate

Abstract

This study aims to analyze the social capital possessed by TikTok Affiliate users through the perspective of James S. Coleman’s Social Capital Theory. This research employed a qualitative research method with a descriptive approach. Data were collected through in-depth interviews, observations, and documentation. The findings indicate that social capital plays a significant role in the success of TikTok Affiliate users. Based on James S. Coleman’s theory, three elements of social capital were identified, namely obligations and expectations, information channels, and norms and effective sanctions. The element of obligations and expectations is reflected in the trusting relationships among Affiliates, sellers, consumers, and fellow content creators, which encourage cooperation. Information channels are demonstrated through the utilization of social networks to obtain information related to the TikTok Affiliate program and to disseminate product information to consumers through the content created by Affiliates. Meanwhile, norms and effective sanctions are manifested through consistency in content creation, compliance with collaboration agreements established with brands, and evaluation or revision requests when the published content does not meet the agreed standards.

Keywords: Social Capital; TikTok Affiliate;James S. Coleman;Social Media;Affiliate Marketing