YouTube和Pinterest上联盟营销信息披露的实证研究
An Empirical Study of Affiliate Marketing Disclosures on YouTube and Pinterest
摘要：
虽然与各种形式的互联网广告有关的披露已经确立并遵循特定的格式，但代言营销披露通常是开放式的，由个人出版商撰写。由于这种营销往往作为出版商实际内容的一部分出现，因此确保充分披露至关重要，以便最终用户能够识别。在本文中，我们描述了两个流行的社交媒体平台上与联属网络营销（一种基于背书的营销）相关的披露：YouTube和Pinterest。我们发现，这两个平台上只有大约十分之一的联盟内容包含披露。根据我们的调查结果，我们针对联盟营销行业的各种利益相关者提出了政策建议，强调社交媒体平台和联盟公司如何能够实现更好的披露实践。
英文摘要：
While disclosures relating to various forms of Internet advertising are well established and follow specific formats, endorsement marketing disclosures are often open-ended in nature and written by individual publishers. Because such marketing often appears as part of publishers' actual content, ensuring that it is adequately disclosed is critical so that end-users can identify it as such. In this paper, we characterize disclosures relating to affiliate marketing---a type of endorsement based marketing---on two popular social media platforms: YouTube & Pinterest. We find that only roughly one-tenth of affiliate content on both platforms contains disclosures. Based on our findings, we make policy recommendations geared towards various stakeholders in the affiliate marketing industry, highlighting how both social media platforms and affiliate companies can enable better disclosure practices.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
