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To #ad or not to #ad - Disclosing Instagram Influencer Advertising
2021
Pacific Asia Conference on Information Systems
With the growing use of brand-related user-generated content on Instagram, influencer advertising becomes more popular. Due to the lack of clear and detailed regulations concerning the disclosure of sponsorship in social media, some ethical and legal questions have emerged within influencer marketing. To shed light on potential influences on regulations on economic outcomes, we conducted a between-subject study (N=441) with four experimental conditions in order to investigate the effect of
dblp:conf/pacis/SaternusH21a
fatcat:kqoicdcuszajnhtdselneau5ha