Quantifying the Nondisclosure of Influencer Advertising on Social Media

Abstract

Daniel Ershov, Yanting He, and Stephan Seiler used a novel approach to identify undisclosed sponsored social media posts from text data, measuring the extent of advertising nondisclosure in a dataset composed of more than 100 million tweets. They found that over 96 percent of sponsored posts are undisclosed, constituting a pressing concern for regulators and practitioners.