How Much Influencer Marketing Is Undisclosed? Evidence from Twitter

Arbeitspapier

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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Series: CESifo Working Paper ; No. 10743

Classification and Topics

• Classification: Wirtschaft ; Large Data Sets: Modeling and Analysis ; Marketing ; Advertising ; Marketing and Advertising: Government Policy and Regulation
• Subject: social media ; influencer marketing ; advertising disclosure ; consumer protection

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Ershov, Daniel ; Yanting, He ; Seiler, Stephan
• Event: Veröffentlichung
• (who): Center for Economic Studies and ifo Institute (CESifo)
• (where): Munich
• (when): 2023

Further information

• Handle: http://hdl.handle.net/10419/282431
• Last update: 10.03.2025, 11:43 AM CET