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. Contributors include: E. Apa, M. de Cock Bunning, S. de Jans, M. de Veirman, R. Ducato, I. Ebert, C. Fieseler, C. Goanta, L. Hudders, M. Leiser, M. Leszczynska, D. Mangan, G. Newlands, F. Pflücke, O. Pollicino, S. Ranchordás, D. Sindermann, E. van den Abeele, S. van der Hof, G. van Dijck, V. Verdoodt, I. Wildhaber
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Contents: 1 The regulation of social media influencers: an introduction 1 Catalina Goanta and Sofia Ranchordás PART I SOCIAL MEDIA, FREE SPEECH AND PUBLIC INTEREST 2 Free speech and the right of publicity on social media 22 Ernesto Apa and Oreste Pollicino 3 Life after the European Audiovisual Media Services Directive: social media influencers through the looking-glass 47 Madeleine de Cock Buning 4 An ethical view on influencer marketing – dynamic interaction between individual and economy or a simple data-driven advertising model? 74 Isabel Ebert and Dana Sindermann 5 Child labour and online protection in a world of influencers 98 Valerie Verdoodt, Simone van der Hof and Mark Leiser PART II INFLUENCER MARKETING AT WORK 6 Unravelling the power of social media influencers: a qualitative study on teenage influencers as commercial content creators on social media 126 Marijke De Veirman, Steffi De Jans, Elisabeth Van den Abeele and Liselot Hudders 7 #dreamjob: navigating pathways to success as an aspiring Instagram influencer 167 Gemma Newlands and Christian Fieseler 8 Influencer marketing as labour: between the public and private divide 185 David Mangan PART III CONSUMER DISCLOSURES AND CONTRACT LAW 9 Controlling influencer content through contracts: a qualitative empirical study on the Swiss influencer market 210 Catalina Goanta and Isabelle Wildhaber 10 One hashtag to rule them all? Mandated disclosures and design duties in influencer marketing practices 232 Rossana Ducato PART IV SOCIAL MEDIA AND EMPIRICAL RESEARCH DESIGN 11 Assessing the methodological quality of empirical research on social media influencers 275 Monika Leszczyńska and Gijs van Dijck 12 Making influencers honest: the role of social media platforms in regulating disclosures 299 Felix Pflücke Index 323
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'Social media influencers are a new object of study. Bringing together experts from different disciplines, this book offers a unique set of lenses to examine the legal, ethical, and broader societal implications of this fascinating phenomenon that is emblematic of today's attention economy. Covering a broad range of pressing issues from consumer protection to labor and speech law, the volume provides both practical insights as well as ''food for thought'' as we reimagine the role of law in the digital age.' --Urs Gasser, Harvard University, US
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Edward Elgar Publishing Ltd
234 mm
156 mm
P, 06
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Edited by Catalina Goanta, Utrecht University School of Law and Sofia Ranchordás, Professor of European and Comparative Public Law, Groningen Law School, the Netherlands