- 1 Introduction
- 1.1 Study objectives and report structure
- 1.2 Methodological approach
- 1.3 Definition of Online Social Media
- 2 Online Social Media in the EU
- 2.1 Introduction
- 2.2 Top Online Social Media providers in the EU
- 2.3 Differences across EU Member States
- 2.4 Key Online Social Media providers in focus
- 2.4.1 Facebook Inc.
- 2.4.2 YouTube
- 2.4.3 Twitter
- 2.4.4 Reddit
- 2.4.5 LinkedIn
- 2.4.6 Snapchat
- 2.5 Revenue streams of Online Social Media providers
- 2.6 Delivering marketing content to Online Social Media users
- 2.7 Commercial practices on Online Social Media
- 3. Disguised Advertising Practices
- 3.1 Introduction
- 3.1.1 Native advertising
- 3.1.2 Influencer marketing
- 3.1.3 Advertorials
- 3.2 Consumer issues
- 3.2.1 Evidence from the qualitative research
- 3.2.2 Evidence from the behavioural experiments
- 3.2.3 Conclusions
- 3.3 Legal assessment and remedies
- 3.3.1 Options for regulatory action
- 3.3.2 Options for enforcement action
- 3.3.3 Options for self-regulatory action
- 3.3.4 Other remedy options
- 4. Social Proof Practices
- 4.1 Introduction
- 4.1.1 Artificial boosting of social proof indicators
- 4.1.2 Extrapolation of social endorsements
- 4.1.3 Other practices linked to social proof
- 4.2 Consumer issues
- 4.2.1 Evidence from the qualitative research
- 4.2.2 Evidence from the behavioural experiments
- 4.2.2.1 Artificial boosting of social proof indicators
- 4.2.2.2 Extrapolation of social endorsements
- 4.3 Conclusions
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