Publication Details
Abstract
Objective: This study aims to analyze the construction of meaning in local product consumption within TikTok Affiliate content and to identify how visual and verbal signs shape the meaning of consumption in the social commerce ecosystem. Method: This study employs a qualitative approach using Roland Barthes’ semiotic analysis through three levels of signification: denotation, connotation, and myth. The data consist of 15 TikTok Affiliate contents promoting local products across the categories of beauty and personal care, fashion, food and beverage, household, and lifestyle. The data were analyzed by identifying visual and verbal signs and their contextual use, followed by cross-case comparison to identify patterns in the construction of consumption meanings. Results: The findings indicate that local products are represented not only in terms of their material functions but also constructed as part of self-care, identity, functional value, consumption experiences, and lifestyle. At the level of myth, the relationship between personal needs and consumption is naturalized, making purchasing appear as a reasonable and relevant choice in consumers’ everyday lives. Novelty: This study demonstrates that TikTok Affiliate functions not merely as a promotional and transactional channel but also as a space for the production of consumption meanings, where the functional value of local products is transformed into symbolic meanings through representation, experience, demonstration, and persuasive narratives. These findings extend social commerce scholarship by positioning the construction of meaning as an important dimension of consumption persuasion.