Astroturfing is the practice of masking the sponsors of a message or organization (e.g. political, advertising, or religious campaigns) to make it appear as originating from, and is supported by, a grassroots participant(s). It is a practice intended to give ideas, statements, or organizations credibility by enhancing them with support; orchestrated while withholding information about a source's financial connection. The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word "grassroots." The implication behind the use of the term is that there are no "true" or "natural" grassroots, but rather "fake" or "artificial" support, although some astroturfing operatives defend the practice by citing the natural inclusion of evangelists, promoters, and influencers. In marketing, astroturfing is the process of catalyzing user adoption, consumer purchasing, etc. by developing the perception of a trend. (See: @Bandwagon Effect). The process is designed to amplify the existing interest or manufacture it little or none exists.

Contexts

• #social-engineering (See: @Social Engineering)