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Influence-for-hire or collective influence, refers to the economy that has emerged around buying and selling
influence Influence or influencer may refer to: *Social influence, in social psychology, influence in interpersonal relationships ** Minority influence, when the minority affect the behavior or beliefs of the majority *Influencer marketing, through individ ...
on
social media platform Social media are interactive media technologies that facilitate the creation Creation may refer to: Religion *'' Creatio ex nihilo'', the concept that matter was created by God out of nothing *Creation myth, a religious story of the origin of ...
s.


Overview

Companies that engage in the influence-for-hire industry range from
content farms A content farm (or content mill) is a company that employs large numbers of freelance writers to generate a large amount of textual web content which is specifically designed to satisfy algorithms for maximal retrieval by automated search engi ...
to high end
public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. ...
agencies. Traditionally
influence operations Political warfare is the use of political means to compel an opponent to do one's will, based on hostile intent. The term political describes the calculated interaction between a government and a target audience, including another state's govern ...
have largely been confined to public sector actors like intelligence agencies, in the influence-for-hire industry the groups conduction the operations are private with commerce being their primary consideration. However many of the clients in the influence-for-hire industry are countries or countries acting through proxies. They are often located in countries with less expensive digital labor.


History

In May 2021,
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin ...
took a Ukrainian influence-for-hire network offline. Facebook attributed the network to organizations and consultants linked to Ukrainian politicians including
Andriy Derkach Andrii Leonidovych Derkach ( uk, Андрій Леонідович Деркач; born 19 August 1967) is a Ukrainian politician and businessman. He has been a member of the Ukrainian Parliament from 1998 to January 2023, serving seven terms, wi ...
. During the COVID-19 pandemic state sponsored misinformation was spread through influence-for-hire networks. In August 2021, a report published by the
Australian Strategic Policy Institute The Australian Strategic Policy Institute (ASPI) is a defence and strategic policy think tank based in Canberra, Australian Capital Territory, founded by the Australian government and funded by the Australian and overseas governments, industry ...
implicated the
Chinese government The Government of the People's Republic of China () is an authoritarian political system in the People's Republic of China under the exclusive political leadership of the Chinese Communist Party (CCP). It consists of legislative, executive, mi ...
and the ruling
Chinese Communist Party The Chinese Communist Party (CCP), officially the Communist Party of China (CPC), is the founding and sole ruling party of the People's Republic of China (PRC). Under the leadership of Mao Zedong, the CCP emerged victorious in the Chinese Ci ...
in campaigns of online manipulation conducted against Australia and
Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia, at the junction of the East and South China Seas in the northwestern Pacific Ocean, with the People's Republic of China (PRC) to the northwest, Japan to the northe ...
using influence-for-hire.


See also

*
Creator economy The Creator economy or also known as influencer economy, is a software-facilitated economy that allows creators and influencers to earn revenue from their creations. Examples of creator economy software platforms include YouTube, TikTok, Instagram, ...
*
Cultural technology Cultural technology () is a system used by South Korean talent agencies to promote K-pop culture throughout the world as part of the Korean Wave. The system was developed by Lee Soo-man, founder of talent agency and record company SM Entertainment ...
*
Hype (marketing) Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media. Marketing through hype often uses artificial scarcity to induce demand. Consumers of hyped products often ...
*
Influencer marketing Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social in ...
*
Reputation system Reputation systems are programs or algorithms that allow users to rate each other in online communities in order to build trust through reputation. Some common uses of these systems can be found on E-commerce websites such as eBay, Amazon.com, ...
*
Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...
*
Viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...


References

{{Media manipulation Social influence Media manipulation Internet manipulation and propaganda Social media