arXiv subjects

Marshini Chetty

Publications and source records attributed to Marshini Chetty.

21 records · Page 2Linked to original sources

arXiv2018

Endorsements on Social Media: An Empirical Study of Affiliate Marketing Disclosures on YouTube and Pinterest

Online advertisements that masquerade as non-advertising content pose numerous risks to users. Such hidden advertisements appear on social media platforms when content creators or "influencers" endorse products and brands in their content. While the Federal Trade Commission (FTC) requires content creators to disclose their endorsements in order to prevent deception and harm to users, we do not know whether and how content creators comply with the FTC's guidelines. In this paper, we studied disclosures within affiliate marketing, an endorsement-based advertising strategy used by social media content creators. We examined whether content creators follow the FTC's disclosure guidelines, how they word the disclosures, and whether these disclosures help users identify affiliate marketing content as advertisements. To do so, we first measured the prevalence of and identified the types of disclosures in over 500,000 YouTube videos and 2.1 million Pinterest pins. We then conducted a user study with 1,791 participants to test the efficacy of these disclosures. Our findings reveal that only about 10% of affiliate marketing content on both platforms contains any disclosures at all. Further, users fail to understand shorter, non-explanatory disclosures. Based on our findings, we make various design and policy suggestions to help improve advertising disclosure practices on social media platforms.

cs.HC↗

arXiv2018

How Do Tor Users Interact With Onion Services?

Onion services are anonymous network services that are exposed over the Tor network. In contrast to conventional Internet services, onion services are private, generally not indexed by search engines, and use self-certifying domain names that are long and difficult for humans to read. In this paper, we study how people perceive, understand, and use onion services based on data from 17 semi-structured interviews and an online survey of 517 users. We find that users have an incomplete mental model of onion services, use these services for anonymity and have varying trust in onion services in general. Users also have difficulty discovering and tracking onion sites and authenticating them. Finally, users want technical improvements to onion services and better information on how to use them. Our findings suggest various improvements for the security and usability of Tor onion services, including ways to automatically detect phishing of onion services, more clear security indicators, and ways to manage onion domain names that are difficult to remember.

cs.CR↗

arXiv2018

An Empirical Study of Affiliate Marketing Disclosures on YouTube and Pinterest

While disclosures relating to various forms of Internet advertising are well established and follow specific formats, endorsement marketing disclosures are often open-ended in nature and written by individual publishers. Because such marketing often appears as part of publishers' actual content, ensuring that it is adequately disclosed is critical so that end-users can identify it as such. In this paper, we characterize disclosures relating to affiliate marketing---a type of endorsement based marketing---on two popular social media platforms: YouTube & Pinterest. We find that only roughly one-tenth of affiliate content on both platforms contains disclosures. Based on our findings, we make policy recommendations geared towards various stakeholders in the affiliate marketing industry, highlighting how both social media platforms and affiliate companies can enable better disclosure practices.

cs.SI↗