Exploring the impact of TikTok affiliate marketing on creativity among art and design students

College of Creative Arts, Universiti Teknologi MARA, Perak Branch, 32610 Seri Iskandar, Perak, Malaysia

^* Corresponding author: mohdn571@uitm.edu.my

Abstract

The researcher investigates the impact of TikTok affiliate marketing on creativity among art and design students at University Teknologi MARA, Perak Branch, Malaysia. This article presents a SWOT analysis through the practical experience within one semester. The approach was implemented during an advertising class, where students engaged in creative idea generation and video editing to compete against each other. The student’s assessment relied on data analytics, measuring both sales performance and video engagement. Notably, the assessment process involved the global TikTok community as “world citizens” became assessors, effectively measuring the impact and creativity of the students’ marketing efforts. As a result, the students displayed enthusiasm for this assignment, as it transcended the conventional boundaries of a typical academic task. Beyond merely seeking a grade, students were immersed in an experiential learning process that introduced them to the dynamic world of digital marketing on demand. Moreover, their participation in TikTok affiliate marketing enabled them to access additional benefits, such as free product reviews, selling commissions, and the opportunity to support local entrepreneurs through promotion. Overall, this research highlights the potential of TikTok affiliate marketing as an effective tool for fostering creativity and practical skills among art and design students, empowering them with valuable insights into the digital marketing landscape while contributing positively to the wider business ecosystem.