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Vol 25 No 2 Feb/March 2020

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The Regulation of Social Media Influencers

Edited by: Catalina Goanta, Sofia Ranchordas

ISBN13: 9781788978279
To be Published: May 2020
Publisher: Edward Elgar Publishing Limited
Country of Publication: UK
Format: Hardback
Price: £100.00



In today’s society, the power of someone’s reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.

Thus far, influencers have been under scrutiny for not disclosing paid advertising, yet their activity has many more questionable implications. This edited volume combines insights from law, economics, ethics and communication science to reveal these implications and propose new ways in which public bodies, social media companies and citizens ought to relate to influencer marketing.

Academics and students of Law, Economics, Ethics and Communication Science will find policy making insights in this collection. In addition, The Regulation of Social Media Influencers will be essential reading for regulators.

Subjects:
IT and Internet Law
Contents:
The Regulation of Social Media Influencers – An Introduction
Catalina Goanta and Sofia Ranchordás
Chapter 1: Free Speech and the Right of Publicity on Social Media
Ernesto Apa and Oreste Pollicino
Chapter 2: Life after the European Audiovisual Media Service Directive: Social Media Influencers through the Looking-Glass
Madeleine de Cock Buning
Chapter 3: An Ethical View on Influencer Marketing – Dynamic Interaction between Individual and Economy or Simple Data-driven Advertising Model?
Isabel Ebert and Dana Sindermann
Chapter 4: Child Labor and Online Protection in a World of Influencers
Simone van der Hof, Valerie Verdoodt and Mark Leiser
Chapter 5: Unraveling the Power of Social Media Influencers: A Qualitative Study on Teenage Influencers as Commercial Content Creators on Social Media
Marijke De Veirman, Steffi De Jans, Elisabeth Van den Abeele and Liselot Hudders
Chapter 6: #dreamjob: Navigating Pathways to Success as an Aspiring Instagram Influencer
Gemma Newlands and Christian Fieseler
Chapter 7: Influencer Marketing as Labour: Between the Public and Private Divide
David Mangan
Chapter 8: Controlling Influencer Content through Contracts: A Qualitative Empirical Study on the Swiss Influencer Market
Catalina Goanta and Isabelle Wildhaber
Chapter 9: One Hashtag to Rule Them All? Mandated Disclosures and Design Duties in Influencer Marketing Practices
Rossana Ducato
Chapter 10: Assessing the Methodological Quality of Empirical Research on Social Media Influencers
Monika Leszczyńska and Gijs van Dijck
Chapter 11: Making Influencers Honest: The Role of Social Media Platforms in Regulating Disclosures
Felix Pflücke
Index