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All Journal Komunikator Jurnal Audiens
Nugrahanti, Erma Diah Putri
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Behind the Scenes of Affiliate Marketing: The Hidden Exploits Behind Commissions Nugrahanti, Erma Diah Putri; Rahman, Taufiqur
Komunikator Vol. 18 No. 1 (2026)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.v18i1.29930

Abstract

Affiliate marketing has rapidly evolved into one of the most prominent digital business models, offering income opportunities through the promotion of products or services on social media platforms. TikTok Shop, as one of the most popular platforms among young creators, has become a dynamic space for these practices to thrive. This study aims to analyze the work dynamics of TikTok Shop affiliates and uncover the practices of digital exploitation within this ecosystem, particularly from the perspective of digital business ethics. Using a virtual ethnography approach, this research involves participatory observation within affiliate communities and digital content analysis, including promotional videos, captions, comments, and discussions taking place on platforms such as Telegram, Facebook, and other digital spaces. The analysis focuses on dominant themes emerging in affiliates’ self-representations, digital labor narratives, adaptation strategies to platform algorithms, and responses to policy changes. The findings reveal that affiliates often face algorithmic pressures, financial uncertainty due to the lack of commission transparency, and limited product choices due to exclusivity systems. The absence of adequate platform support further exacerbates their vulnerability as digital workers. This study highlights that the power imbalance between affiliates and the platform significantly impacts working conditions and affiliate well-being.
Dinamika Relasi Kuasa dan Komunikasi Digital dalam Praktik TikTok Affiliate sebagai Bentuk Digital Labor Nugrahanti, Erma Diah Putri; Widyasari, Wulan
Jurnal Audiens Vol. 7 No. 2 (2026): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i2.789

Abstract

Digital transformation has generated new forms of work that are often unrecognized as labor in the conventional sense, one of which is digital labor. The TikTok Affiliate program in Indonesia represents a concrete example of how content production, product promotion, and algorithm-driven monetization are integrated within a single platform-based economic ecosystem. This study aims to analyze how power relations operate within the TikTok Affiliate program from the perspective of affiliates as potentially exploited digital laborers. Specifically, the research examines mechanisms of algorithmic control, processes of value production, and how affiliates perceive and experience their position within the platform’s work structure. This study employs a qualitative approach using phenomenological methods, with in-depth interviews conducted with beginner affiliates participating in a TikTok Affiliate community. The findings reveal that power relations are exercised through opaque algorithmic control, fluctuating commission systems, and visibility distribution fully governed by the platform. Value production extends beyond product sales to include the accumulation of data, engagement, and attention that strengthen the platform’s capital accumulation. However, many affiliates do not necessarily perceive their condition as exploitation, but rather as a flexible economic opportunity. This indicates the internalization of algorithmic norms that shape self-disciplining digital labor practices. The study concludes that the TikTok Affiliate program represents a new form of digital labor exploitation within platform capitalism, where creative work is framed as entrepreneurship while remaining embedded in asymmetric power relations.
Co-Authors Taufiqur Rahman, Taufiqur Wulan Widyasari, Wulan