@inproceedings{e312167634f5406a9008e5e068c41750,
title = "Characterising and Detecting Sponsored Influencer Posts on Instagram",
abstract = "Recent years have seen a new form of advertisement campaigns emerge: Those involving so-called social media influencers. These influencers accept money in return for promoting products via their social media feeds. We gather a large-scale Instagram dataset covering thousands of accounts advertising products, and create a categorisation based on the number of users they reach. We then provide a detailed analysis of the types of products being advertised by these accounts, their potential reach, and the engagement they receive from their followers. Based on our findings, we train machine learning models to distinguish sponsored content from non-sponsored, and identify cases where people are generating sponsored posts without labelling them.",
keywords = "Influencers, Instagram, Social Media, Sponsored Content, User Behaviour Analysis",
author = "Koosha Zarei and Damilola Ibosiola and Reza Farahbakhsh and Zafar Gilani and Kiran Garimella and Noel Crespi and Gareth Tyson",
note = "Publisher Copyright: {\textcopyright} 2020 IEEE.; 12th IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020 ; Conference date: 07-12-2020 Through 10-12-2020",
year = "2020",
month = dec,
day = "7",
doi = "10.1109/ASONAM49781.2020.9381309",
language = "English",
series = "Proceedings of the 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
pages = "327--331",
editor = "Martin Atzmuller and Michele Coscia and Rokia Missaoui",
booktitle = "Proceedings of the 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020",
}