One Hashtag to Rule Them All? Mandated Disclosures and Design Duties in Influencer Marketing Practices

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Social media influencers (SMI) have become familiar figures over the last few years. We visit their profiles, watch their “stories”, retweet, like and share their posts. Bloggers, vloggers, Instagrammers, Facebook Famous and Musers are terms that have entered our daily vocabularies and such people have established themselves as new celebrities.
However, the influencer phenomenon is not just about amusement. Considering the authority and reputation gained in the Internet arena, the value of SMIs - as a new generation of testimonials - has been promptly understood by brands and advertising professionals. A large part of marketing investment is now dedicated to securing the endorsement of influencers, and methods for identifying the relevant or emerging influencers in a given area have even been patented.
Original languageEnglish
Title of host publicationThe Regulation of Social Media Influencers
EditorsSofia Ranchordas, Catalina Goanta
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Chapter10
Pages232-273
Number of pages41
ISBN (Print)9781788978279
Publication statusPublished - May 2020

Publication series

NameElgar Law, Technology and Society series

Fingerprint Dive into the research topics of 'One Hashtag to Rule Them All? Mandated Disclosures and Design Duties in Influencer Marketing Practices'. Together they form a unique fingerprint.

Cite this