RISK TOO MUCH TO GAIN TOO LITTLE: ASTROTURFING STRATEGY, ITS PRESUMED EFFECTS AND LIMITATIONS

Abstract

Astroturfing strategies are deceptive mechanisms that hide the source of the information from the publics. By not disclosing the persuasive intent and identity of the sources behind these communicative efforts, organizations expect to get more benefits from their crafted messages. However, the discovery of astroturfing and the real source of the messages could produce negative effects for the organization, often triggering the anger of publics. Effects of astroturfing differ depending on the situation: successful astroturfing, failed one, and disclosure of the identity of patron and its persuasive or promotional intent. This study creates three possible astroturfing situations and compares their relative effects on credibility, purchase intention, attitude towards the brand and megaphoning produced across the situations, using two different brands scenarios. Based on the findings, the potential costs for the communicators, organizations, and public relations as a profession generated by astroturfing strategies are also discussed. Keywords: astroturfing, deception, effects, public relations, transparency.