Edited by Taylor Annabell, Lecturer, School of Journalism, Media and Culture, Cardiff University, UK, Christian Fieseler, Professor, Department of Communication and Culture, Norwegian Business School, Norway, Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Isabelle Wildhaber, Professor of Private and Business Law, Institute for Work and Employment Research, University of St. Gallen, Switzerland

• Contents1 Introduction: The multifaceted nature of the book’s phenomenon 1Taylor Annabell, Christian Fieseler, Catalina Goanta andIsabelle WildhaberPART I A THEORETICAL FRAMEWORK FORINFLUENCER LABOUR2 Amplified visibility 13Veronica Barassi3 The composite careers of social media content creators 32Lucia Bainotti4 The shelf lives of wanghong 50Sijun Shen and Crystal AbidinPART II EMPIRICALLY MAPPING INFLUENCERLABOUR: EVIDENCE, PRACTICES AND HARMS5 Market incentives and advertising disclosure regulations 71Daniel Ershov6 To ban or not to ban? 88Laura Aade7 Entrepreneurialism, precarity and self-governance 108Ziying MengPART III INFLUENCERS AND LABOUR LAW:A COMPARATIVE ANALYSIS8 Influencers, labour law and social protection 131Claire Marzo9 The regulation of influencer labour in India 150Malcolm Katrak and Shardool Kulkarni10 Navigating the labour law challenges and implications fordigital influencers in Brazil 172Andreia de Oliveira11 Content creators and digital platforms 191Tjaša Petročnik

Edited by Taylor Annabell, Lecturer, School of Journalism, Media and Culture, Cardiff University, UK, Christian Fieseler, Professor, Department of Communication and Culture, Norwegian Business School, Norway, Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Isabelle Wildhaber, Professor of Private and Business Law, Institute for Work and Employment Research, University of St. Gallen, Switzerland

• Contents1 Introduction: The multifaceted nature of the book’s phenomenon 1Taylor Annabell, Christian Fieseler, Catalina Goanta andIsabelle WildhaberPART I A THEORETICAL FRAMEWORK FORINFLUENCER LABOUR2 Amplified visibility 13Veronica Barassi3 The composite careers of social media content creators 32Lucia Bainotti4 The shelf lives of wanghong 50Sijun Shen and Crystal AbidinPART II EMPIRICALLY MAPPING INFLUENCERLABOUR: EVIDENCE, PRACTICES AND HARMS5 Market incentives and advertising disclosure regulations 71Daniel Ershov6 To ban or not to ban? 88Laura Aade7 Entrepreneurialism, precarity and self-governance 108Ziying MengPART III INFLUENCERS AND LABOUR LAW:A COMPARATIVE ANALYSIS8 Influencers, labour law and social protection 131Claire Marzo9 The regulation of influencer labour in India 150Malcolm Katrak and Shardool Kulkarni10 Navigating the labour law challenges and implications fordigital influencers in Brazil 172Andreia de Oliveira11 Content creators and digital platforms 191Tjaša Petročnik

Edited by Taylor Annabell, Lecturer, School of Journalism, Media and Culture, Cardiff University, UK, Christian Fieseler, Professor, Department of Communication and Culture, Norwegian Business School, Norway, Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Isabelle Wildhaber, Professor of Private and Business Law, Institute for Work and Employment Research, University of St. Gallen, Switzerland

• Contents1 Introduction: The multifaceted nature of the book’s phenomenon 1Taylor Annabell, Christian Fieseler, Catalina Goanta andIsabelle WildhaberPART I A THEORETICAL FRAMEWORK FORINFLUENCER LABOUR2 Amplified visibility 13Veronica Barassi3 The composite careers of social media content creators 32Lucia Bainotti4 The shelf lives of wanghong 50Sijun Shen and Crystal AbidinPART II EMPIRICALLY MAPPING INFLUENCERLABOUR: EVIDENCE, PRACTICES AND HARMS5 Market incentives and advertising disclosure regulations 71Daniel Ershov6 To ban or not to ban? 88Laura Aade7 Entrepreneurialism, precarity and self-governance 108Ziying MengPART III INFLUENCERS AND LABOUR LAW:A COMPARATIVE ANALYSIS8 Influencers, labour law and social protection 131Claire Marzo9 The regulation of influencer labour in India 150Malcolm Katrak and Shardool Kulkarni10 Navigating the labour law challenges and implications fordigital influencers in Brazil 172Andreia de Oliveira11 Content creators and digital platforms 191Tjaša Petročnik