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#Share by Caroline K. Muñoz, Natalie T. Wood

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CHAPTER 4

Legal and Regulatory Issues: Clear and Conspicuous Disclosures

Singer and songwriter Rihanna tweeted “Listening to ANTI” to her more than 55 million fans. Included with the tweet was a photo of Rhianna wearing Dolce and Gabanna gold jewel-encrusted headphones. The image was retweeted over 175,000 times and received over 284,000 likes. The headphones, which retailed for $9,000, sold out within 24 hours (Wouk 2016).

Engaging celebrities in sharing positive word of mouth (WOM) with their legions of fans is a popular strategy offline and now online. Marketers are knocking on the virtual doors of A, B, C, and even D-list celebrities to solicit their help with spreading positive WOM with their legions of fans on social media. One can only ...

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