TRSM Research Seminar by Dr. Jenna Jacobson

Title: Achieving Compliant Sponsorship Disclosure in Social Media Influencer Marketing

Description: Social media influencer marketing is dramatically growing by capitalizing on the online popularity of social media influencers. Problematically, influencer marketing can become deceptive when influencers fail to use proper sponsorship disclosures. Using semi-structured interviews with influencer relations professionals, this research investigates the role these influencer intermediaries play in driving upfront and compliant sponsorship disclosure in influencer marketing.

Bio: Dr. Jenna Jacobson is an Assistant Professor at Toronto Metropolitan University, Ted Rogers School of Management, Retail Management. Her research analyzes the use and implications of digital technologies in society—with a focus on social media, branding, and digital retailing. Analyzing social media influencers, ethics and privacy of social media data, and the next generation of retail, her research has been published in scholarly journals such as: International Journal of Information Management, Journal of Retailing and Consumer Services, Social Media + Society, and International Journal of Advertising. She is a Research Fellow at Toronto Metropolitan University’s Social Media Lab, and she serves on the Advisory Board for the journal, Social Media + Society.