Authenticity Governance and the Market for Social Media Engagements: The Shaping of Disinformation at the Peripheries of Platform Ecosystems

Abstract

Social media engagements, such as likes and follows, have become crucial for driving algorithmic recommendations and underpinning platform economies. This has given rise to disinformation industries that focus on the production and sale of engagements, including Instagram followers—a phenomenon we term the “engagement as a service” market. However, this market poses significant challenges for empirical research as its operations remain obscured from the scrutiny of platforms, their users, and researchers alike. In this article, we propose a mixed-methods approach to make visible the relationship between the engagement market and platform governance, the latter of which increasingly aims to moderate account behavior in terms of authenticity and inauthenticity—what we refer to as “authenticity governance.” By developing this approach, we explore the relationship between the engagement market and platform ecosystems through three case studies: (1) engagement market responses to platform governance; (2) the evolution of engagement as a service; and (3) testing the quality of engagement as a service on Instagram. These investigations allow us to comprehend disinformation as an ongoing negotiation between the engagement market and authenticity governance. Overall, our three integrated approaches can help researchers move forward with the empirical study of disinformation markets that operate at the periphery of platform ecosystems. In short, this article presents a methodological outlook for analyzing (in)authentic engagements as a form of disinformation.