Does Reddit have an astroturfing problem? What the data suggests
In 51,129 comments from six knife subreddits, the 5% most brand-heavy accounts wrote 11.3% of the brand mentions in buying threads, against 7.9% expected by chance. For one brand it is 31% against 8%. The full Reddit histories of those accounts are 4.5 years old and spread over 66 subreddits, the same as a comparison group, so the data shows concentration and not who paid for it.
Summary
Analysis of over 51,000 comments from knife-related subreddits reveals that a small percentage of accounts are disproportionately influencing brand discussions, raising questions about potential astroturfing. The data indicates significant discrepancies in brand mentions, suggesting that some users may be promoting brands more aggressively than expected.
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