Unethical practice of word-of-mouth marketing consisting of orchestrated commercial content on social media with the appearance of spontaneity. The user is exposed to the messages unaware of their interested nature, and the person in charge thus manages to associate certain positive concepts with their brand, improving their online reputation. This type of deception is performed by few users strategically coordinated to give the impression of a crowd and thus generate a certain artificial buzz .
Its use is common in comment sections, in forums, chats or even in blogs specifically designed for its practice, known as Flogs .