IDEAS home Printed from https://ideas.repec.org/p/cpr/ceprdp/18554.html
   My bibliography  Save this paper

How Much Influencer Marketing is Undisclosed? Evidence from Twitter

Author

Listed:
  • Ershov, Daniel
  • He, Yanting
  • Seiler, Stephan

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.

Suggested Citation

  • Ershov, Daniel & He, Yanting & Seiler, Stephan, 2023. "How Much Influencer Marketing is Undisclosed? Evidence from Twitter," CEPR Discussion Papers 18554, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:18554
    as

    Download full text from publisher

    File URL: https://cepr.org/publications/DP18554
    Download Restriction: CEPR Discussion Papers are free to download for our researchers, subscribers and members. If you fall into one of these categories but have trouble downloading our papers, please contact us at subscribers@cepr.org
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    JEL classification:

    • C55 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Large Data Sets: Modeling and Analysis

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cpr:ceprdp:18554. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.cepr.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.