The Effects of Advertising Disclosure Regulations on Social Media: Evidence From Instagram.
We study the effects of advertising disclosure regulations in social media markets. Using data from a large sample of Instagram influencers in Germany and Spain and a difference‐in‐differences approach, we empirically evaluate the effects of German strengthening of disclosure regulations on post con...
| Publicado en: | RAND Journal of Economics (Wiley-Blackwell) Vol. 56; no. 1; pp. 74 - 91 |
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| Autores principales: | , |
| Formato: | Artículo |
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Wiley-Blackwell
Spring2025
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=183913525&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 183913525 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07416261 56RJ jtl: RAND Journal of Economics (Wiley-Blackwell) issn: 07416261 maglogo: Y pubinfo: dt: Spring2025 vid: 56 iid: 1 pid: 480 pub: Wiley-Blackwell artinfo: ui: 183913525 10.1111/1756-2171.12493 ppf: 74 ppct: 17 formats: fmt: – @attributes: type: T – @attributes: type: C – @attributes: type: P size: 341KB tig: atl: The Effects of Advertising Disclosure Regulations on Social Media: Evidence From Instagram. aug: au: Ershov, Daniel Mitchell, Matthew affil: UCL School of Management Graduate Department of Management, University of Toronto, Toronto, Canada su: Disclosure Social media Consumers Social media in marketing Machine learning sug: subj: Disclosure Social media Consumers Social media in marketing Machine learning ab: We study the effects of advertising disclosure regulations in social media markets. Using data from a large sample of Instagram influencers in Germany and Spain and a difference‐in‐differences approach, we empirically evaluate the effects of German strengthening of disclosure regulations on post content and follower engagement. We measure whether posts include suggested disclosure terms and use text‐based approaches (keywords, machine learning) to assess whether a post is sponsored. We show substantial adoption of disclosure but also a 12% increase in sponsored content and an increase in the share of undisclosed‐sponsored content consumers are exposed to. We also find reductions in engagement, suggesting that followers were likely negatively affected. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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