Date of Award
5-11-2025
Date Published
June 2025
Degree Type
Dissertation
Degree Name
Doctor of Professional Studies
Department
Information Management
Advisor(s)
Jennifer Stromer-Galley
Second Advisor
John Jordan
Keywords
Digital Advertising Ethics;Disclosure Practices;Federal Trade Commission Guidelines;Influencer Marketing;Regulatory Compliance;Sponsored Content
Abstract
This study examines the disclosure practices of nano and micro-influencers on TikTok, focusing on their adherence to Federal Trade Commission (FTC) guidelines and the impact on transparency in sponsored messaging and regulatory enforcement. With the increasing use of influencer marketing, sponsored content with disclosures has become a critical issue. Regulatory bodies emphasize the need for clear and concise disclosures, yet influencers' compliance varies despite existing guidelines. This inconsistency raises concerns about consumer deception and ethical issues within digital marketing. This research examines influencers' disclosure practices on TikTok through a mixed-methods approach combining quantitative and qualitative content analysis. The quantitative analysis identifies patterns and frequency of disclosure compliance with Federal Trade Commission (FTC) guidelines, while the qualitative analysis explores the contextual and interpretive aspects of disclosure practices. A review of existing regulations provides a contextual background for the findings. The study aims to identify gaps in compliance and provide actionable recommendations to enhance regulatory frameworks. Findings from this study contribute to a more transparent and ethical influencer marketing ecosystem by informing policymakers, brands, and influencers about best practices and fostering an environment of trust and compliance. This research offers valuable insights into social media marketing, highlighting the need for ongoing education and regulatory adaptation to keep pace with the nature of digital content creation.
Access
Open Access
Recommended Citation
Grey, Devan Klarisa, "Navigating Transparency in the Digital Age: An In-Depth Study of Disclosure Practices in Influencer Marketing on Social Media." (2025). Dissertations - ALL. 2077.
https://surface.syr.edu/etd/2077
