While "buying" is often treated as a sub-topic of bot detection, other papers examine the value and mechanics of authentic vs. manufactured engagement:

: "Retweet or like? That is the question" explores how different elements of a tweet (hashtags, length, sentiment) influence popularity. This research is often used by brand managers to increase organic engagement as a legitimate alternative to buying likes.

: Automated tools and statistical models (like the Benford's Law approach) make it increasingly easy for platforms to identify and penalize accounts using fake engagement.

One of the most direct academic references to this practice is:

: Research on purchase intention suggests that while high metrics might provide a "bandwagon effect," fake engagement from bots does not convert into actual sales or long-term brand growth .