Influencers’ recommendations on the Internet: effects of codes of conduct

Keywords: Self-regulation, communication, digital economy, marketing, advertising


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.


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Author Biography

Patricia Vargas Portillo, ESIC Business & Marketing School, Spain

Senior Lecturer.


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How to Cite
Vargas Portillo, P. (2020). Influencers’ recommendations on the Internet: effects of codes of conduct. Harvard Deusto Business Research, 9(2), 129-139.