How Much Influencer Marketing is Undisclosed? Evidence from Twitter

How Much Influencer Marketing is Undisclosed? Evidence from Twitter
(joint work with Daniel Ershov (UCL) and Yanting He (Imperial College))

Abstract:
We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite stronger enforcement of disclosure regulations, the share of undisclosed posts decreases only slightly over time. Compared to disclosed posts, undisclosed posts tend to be associated with younger brands with a large Twitter following and are posted from smaller accounts that generate higher engagement per follower.

More information on Prof. Stephan Seiler Ph.D. can be found here.

The talk will take place from 12:15-13:30 in RuW 1.201 and via Zoom.