Instagram上的网红自我披露实践：一项多国纵向研究
Influencer Self-Disclosure Practices on Instagram: A Multi-Country Longitudinal Study
AI总结：
本研究基于四国400名创作者的百万条Instagram帖子的十余年纵向数据，分析披露行为与参与度等关联，发现合规披露广告不会进一步降低赞助帖参与度，可为披露合规监管提供参考。
摘要：
本文开展了一项针对Instagram平台十余年活动的纵向研究，样本涵盖来自美国、巴西、荷兰、德国四国的400名内容创作者发布的超100万条帖子。研究发现，各国内容变现的专业化程度存在差异但模式一致；发帖频率差异显著但用户参与度趋势相似；部分国家的赞助内容披露情况差异显著，且与国家立法直接相关。本文分析了立法及平台功能变化引发的营销策略转变，重点关注内容创作者如何调整披露方式以适配不同法律环境。同时分析了披露行为与赞助帖子对参与度的影响，结论显示：尽管赞助帖子平均参与度更低，但合规披露广告不会进一步降低参与度。本研究强调了披露合规的重要性，可为监管部门制定及更有效监管相关规则提供参考。
英文摘要：
This paper presents a longitudinal study of more than ten years of activity on Instagram consisting of over a million posts by 400 content creators from four countries: the US, Brazil, Netherlands and Germany. Our study shows differences in the professionalisation of content monetisation between countries, yet consistent patterns; significant differences in the frequency of posts yet similar user engagement trends; and significant differences in the disclosure of sponsored content in some countries, with a direct connection with national legislation. We analyse shifts in marketing strategies due to legislative and platform feature changes, focusing on how content creators adapt disclosure methods to different legal environments. We also analyse the impact of disclosures and sponsored posts on engagement and conclude that, although sponsored posts have lower engagement on average, properly disclosing ads does not reduce engagement further. Our observations stress the importance of disclosure compliance and can guide authorities in developing and monitoring them more effectively.
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。
