Marketing Science 2025

Frontiers: How Much Influencer Marketing Is Undisclosed? Evidence from Twitter

Daniel Ershov^1,2; Yanting He³; Stephan Seiler^1,3

¹ Centre for Economic Policy Research · ² University College London · ³ Imperial College London

Abstract

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.

DOI

10.1287/mksc.2024.0838

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓