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All Journal Jurnal Paradigma Ekonomika Jurnal Ekonomi : Journal of Economic Maneggio: Jurnal Ilmiah Magister Manajemen Almana : Jurnal Manajemen dan Bisnis Jurnal Tabarru': Islamic Banking and Finance E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Jurnal Darma Agung Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) JURNAL MANAJEMEN AKUNTANSI (JUMSI) SMBJ: Strategic Management Business Journal Journal of Computer Science and Information Systems (JCoInS) BanKu: Jurnal Perbankan dan Keuangan RUBINSTEIN
Irham, Mawaddah
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Journal : Almana : Jurnal Manajemen dan Bisnis

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Implementation of Collaboration Between Affiliators and Brands: A Phenomenological Study in the Fashion Industry Through Social Media Hasibuan, Siti Hawa; Kusmilawaty, Kusmilawaty; Irham, Mawaddah
Almana : Jurnal Manajemen dan Bisnis Vol 9 No 2 (2025): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v9i2.2899

Abstract

Social media has transformed marketing, with the fashion industry leveraging affiliate collaborations to blend personal narratives and product promotion. Despite Indonesia’s $8.6 billion social commerce market (2022), challenges like mismatched expectations and authenticity crises persist. This study aims to (1) explore affiliators’ subjective experiences in partnering with fashion brands, (2) identify collaboration mechanisms, (3) analyze challenges, and (4) assess partnership effectiveness. A phenomenological approach was adopted, with thematic analysis of open-ended questionnaires from 13 active affiliators. Two dominant models emerged: affiliate links and product bartering. Challenges included task-reward imbalances and restrictive brand guidelines. Effectiveness was measured via audience engagement, click-through rates, and personal branding gains. Successful collaborations require aligned values, transparent communication, and creative flexibility, offering actionable insights for affiliators and brands.
Co-Authors Adawiyah, Sabrina Admar, Ok Agam Alia, Rahma Ardiani, Kiki Arifin Fauzi Lubis Ariska, Ayu Dalimunthe, Ahmad Amin Elida Elfi Barus, Elida Elfi Farieza, Jazzera Harahap, Muhammad Ikhsan Hasibuan, Siti Hawa Hsb, Rahmat Martua Indra, Ahmad Perdana Khair, Herla Shabahal Khairussyifa, Salwa Kusmilawaty, Kusmilawaty Mandasari, Shyella Putri Maratusholiha, Maratusholiha Muhammad Arif muhammad Syahbudi, muhammad Mustapa  Khamal  Rokan Nabila, Alya Nasution, Rohana Pauliza Novia, Raisyah Arta Nurwani Perdana, Kanda Juwana Rahmadayana, Rizka Dwi Ramadhani, Sri Ritonga, Rabiatul Hadawiyah Saragih, Hikmah Fadhillah Sari, Reni Ilma Tuti Anggraini