Frontiers: How Much Influencer Marketing Is Undisclosed? Evidence from Twitter
This paper uses a text-based machine learning classifier to detect hidden sponsored posts on Twitter and finds that 96% of sponsored posts lack disclosure.
Authors
- Stephan Seiler (ORCID: https://orcid.org/0000-0001-8636-1840)
- Daniel Ershov (ORCID: https://orcid.org/0000-0001-7989-2571)
- Yanting He (ORCID: https://orcid.org/0009-0000-8499-6017)
Institutions
- Centre for Economic Policy Research (GB)
- University College London (GB)
- Imperial College London (GB)
Publication Details
- Journal
- Marketing Science
- Published
- 2025-03-24
- DOI
- https://doi.org/10.1287/mksc.2024.0838
- Citations
- 4
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 12.60