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