Open AccessInfluencers’ recommendations on the Internet: effects of codes of conduct
Author(s) -
Patricia Vargas Portillo
Publication year - 2020
Publication title -
harvard deusto business research
Language(s) - English
Resource type - Journals
ISSN - 2254-6235
DOI - 10.48132/hdbr.299
Subject(s) - influencer marketing , persuasion , phenomenon , the internet , focus (optics) , power (physics) , advertising , virtue , business , internet privacy , marketing , psychology , computer science , political science , social psychology , law , world wide web , relationship marketing , epistemology , philosophy , physics , quantum mechanics , optics , marketing management
Recommendations of goods and/or services on social networks are an increasingly widespread advertising tactic. Brands are aware of the power of persuasion that influencers in the digital world have on their followers. In this article, we analyze the particularities of this phenomenon and then focus on its regulation. Specifically, we refer to the suggestive role that self-regulation plays in this area. By virtue of the latter, codes of conduct in the influencer market are possible.