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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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5.2b Are Influencer Sponsorship Disclosure Hashtags FTC Compliant? A Social Listening Analysis of 2016 and 2017 Tweets

Saturday, March 30, 2019 at 11:00 AM–12:30 PM CDT
2-Normandy B

The Federal Trade Commission (FTC) requires influencers to effectively disclose paid sponsorship. This study investigates the volume of tweets using hashtags to delineate social media influencer (SMI) disclosure via Twitter. A total of 29,314,363 tweets from 2016 and 2017 were extracted from Salesforce Marketing Could Social Studio to compare FTC compliant vs. non-compliant hashtags. Analysis indicates a continual, gradual increase in compliance in influencer tweets, with compliance being higher in 2017 compared to 2016. 

First & Corresponding Author

Courtney Carpenter Childers, University of Tennessee
Authors in the order to be printed.

Courtney Carpenter Childers, University of Tennessee; Mariea G. Hoy, University of Tennessee; Brandon Boatwright, University of Tennessee; Betsy DeSimone, University of Tennessee

Additional Authors