Legal and Economic Aspects of Sponsorships on Social Media

Sandra Rasmussen

Student thesis: Master thesis


This master thesis will be based on the legal and economic aspects of marketing on social media in relation to brands’ use of influencers in forms of bloggers and instagrammers.
The thesis will consist of three different analyses. It will first be discovered which legal regulations brands, bloggers and instagrammers should take under consideration when marketing products on social media platforms such as blogs and Instagram. Furthermore, it will be examined when a post on social media platforms can be characterized as advertising and how a post should be constructed so that consumers is well aware that the post is based on some sort of advertising for a certain brand. In case of violation of the legal regulations, in particular the injunction against covert advertising, it is essential in the thesis to determine who can incur a criminal liability.
Furthermore the customer-based brand equity model will be examined for the purpose of discovering how a business can create brand equity and become a strong brand. In addition to that, the objective with the thesis is to find out whether or not the use of influencers in forms of bloggers and instagrammers can be efficient for brands in marketing purposes. In relation to the above mentioned a blogger research and an interview would be included in the analysis.
Due to the fact that some bloggers find that the legal regulations are opaque they are beginning to mark every single post on their blog as advertising even though they may not all be characterized as advertisement. It will due to the above mentioned be examined how it can affect the consumers’ credibility towards brands and bloggers and in addition, the brand equity. Furthermore it will be discovered whether the Danish Consumer Ombudsman’s advice to bloggers can have an opposing effect than what was originally the intention.

EducationsMSc in Commercial Law, (Graduate Programme) Final Thesis
Publication date2016
Number of pages97
SupervisorsJan Trzaskowski