An Analysis of Islamic Business Ethics in TikTok Influencer Affiliate Marketing Practices

Abstract

The growing use of affiliate marketing on TikTok has positioned influencers as intermediaries between sellers and consumers, raising ethical concerns regarding the transparency of product information. This study examines TikTok influencers’ affiliate marketing practices from the perspective of Islamic business ethics, with particular attention to honesty, transparency, trustworthiness, gharar, and tadlis. A descriptive qualitative approach was employed, using semi-structured interviews with nine participants: four influencers, three consumers, and two Islamic business ethics experts. The data were analyzed through data reduction, data presentation, and conclusion drawing, supported by source triangulation. The findings indicate that influencers generally attempt to avoid exaggerated claims and base their promotional content on their experience with the products. Nevertheless, product shortcomings are not consistently disclosed, particularly when influencers consider their working relationships with sellers. Consumers view transparency and the accuracy of product information as important factors in developing trust in influencer recommendations. From the experts’ perspective, unclear or incomplete information may create elements of gharar, while intentionally misleading information may constitute tadlis. These findings highlight that affiliate marketing can be conducted in accordance with Islamic business ethics when influencers prioritize honesty, transparency, trustworthiness, and responsibility toward consumers.