Transparency

Influencers play a sizeable role on social media, connecting consumers with brands. In 2022, the influencer market was estimated at $16.5 billion. With this much power comes great responsibility, and content creators are under growing pressure to disclose partnerships with brands to build trust with consumers. Whether influencers engage in…

Social media influencers have come under increasing pressure to engage in transparent communication. However, for content that is not explicitly an advertisement, their communication practice can vary widely, reflecting the creator’s interests and attitudes towards transparency.   Jieun Shin, University of Florida College of Journalism and Communications Media Production, Management,…

University of Florida College of Journalism and Communications Advertising Department Chair and Professor Tom Kelleher is the author of Public Relations: Engagement, Conversation, Influence, Transparency, Trust, a new public relations textbook recently published by Oxford University Press. The book, which seamlessly integrates foundational public relations principles with “technical and cultural…