Published Papers
(Marketing Science)
with Daniel Ershov and Stephan Seiler
We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite stronger enforcement of disclosure regulations, the share of undisclosed posts decreases only slightly over time. Compared to disclosed posts, undisclosed posts tend to be associated with younger brands with a large Twitter following and are posted from smaller accounts that generate higher engagement per follower.
Working Papers
Private Messaging in the Creator Economy (Job Market Paper)
Primary Author, with Andreas Lanz
Breaking Through or Pushing Away? The Role of Perceived Action Logic and Disruption on Support for Climate Protests and the Climate Cause.
(Submitted to Journal of Marketing)