Free ad(vice): internet influencers and disclosure regulation
成果类型：
Article
署名作者：
Mitchell, Matthew
署名单位：
University of Toronto
刊物名称：
RAND JOURNAL OF ECONOMICS
ISSN/ISSBN：
0741-6261
DOI：
10.1111/1756-2171.12359
发表日期：
2021
页码：
3-21
关键词：
摘要：
Consumers rely on intermediaries (influencers) such as social media recommendations to provide information about products. The advice may be mixed with endorsement in a way that is unobservable to the follower, creating a trade-off for influencers between the best advice and the most revenue. This article models the dynamic relationship between an influencer and a follower. The relationship evolves between periods of less and more revenue. The model can provide insight into policies such as the Federal Trade Commission's mandatory disclosure rules. An opt-in policy may be superior: it deregulates influencers who are reaping the rewards of past good advice.
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