Influencer Self-Disclosure Practices on Instagram: A Multi-Country Longitudinal Study
Fuente:
arXiv
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| Autores principales: | , , , |
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| Formato: | Preprint |
| Publicado: |
2024
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| Acceso en línea: | |
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| _version_ | 1866913428611792896 |
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| author | Bertaglia, Thales Goanta, Catalina Spanakis, Gerasimos Iamnitchi, Adriana |
| author_facet | Bertaglia, Thales Goanta, Catalina Spanakis, Gerasimos Iamnitchi, Adriana |
| contents | This paper presents a longitudinal study of more than ten years of activity on Instagram consisting of over a million posts by 400 content creators from four countries: the US, Brazil, Netherlands and Germany. Our study shows differences in the professionalisation of content monetisation between countries, yet consistent patterns; significant differences in the frequency of posts yet similar user engagement trends; and significant differences in the disclosure of sponsored content in some countries, with a direct connection with national legislation. We analyse shifts in marketing strategies due to legislative and platform feature changes, focusing on how content creators adapt disclosure methods to different legal environments. We also analyse the impact of disclosures and sponsored posts on engagement and conclude that, although sponsored posts have lower engagement on average, properly disclosing ads does not reduce engagement further. Our observations stress the importance of disclosure compliance and can guide authorities in developing and monitoring them more effectively. |
| format | Preprint |
| id |
arxiv_https___arxiv_org_abs_2407_09202 |
| institution | arXiv |
| publishDate | 2024 |
| record_format | arxiv |
| spellingShingle | Influencer Self-Disclosure Practices on Instagram: A Multi-Country Longitudinal Study Bertaglia, Thales Goanta, Catalina Spanakis, Gerasimos Iamnitchi, Adriana Computers and Society Social and Information Networks This paper presents a longitudinal study of more than ten years of activity on Instagram consisting of over a million posts by 400 content creators from four countries: the US, Brazil, Netherlands and Germany. Our study shows differences in the professionalisation of content monetisation between countries, yet consistent patterns; significant differences in the frequency of posts yet similar user engagement trends; and significant differences in the disclosure of sponsored content in some countries, with a direct connection with national legislation. We analyse shifts in marketing strategies due to legislative and platform feature changes, focusing on how content creators adapt disclosure methods to different legal environments. We also analyse the impact of disclosures and sponsored posts on engagement and conclude that, although sponsored posts have lower engagement on average, properly disclosing ads does not reduce engagement further. Our observations stress the importance of disclosure compliance and can guide authorities in developing and monitoring them more effectively. |
| title | Influencer Self-Disclosure Practices on Instagram: A Multi-Country Longitudinal Study |
| topic | Computers and Society Social and Information Networks |
| url | https://arxiv.org/abs/2407.09202 |