ABSTRACT
The literature on disinformation research originates in the academic fields of media, journalism, and political communication, not business. Although previous research recognizes that financial incentives exist to propagate and amplify disinformation online, the field is not theoretically equipped to study its commercial side. Consequently, the chapter reviews the concept of business models, focusing on the current business models of social media platforms and characterizing them as a marketplace for clicks. The chapter examines why social media platforms rely on user data to generate revenue and increase engagement, which, in turn, may lead to amplifying the incendiary and controversial content that reaps the most significant financial rewards. As a result, the chapter argues that understanding the business model of social media is necessary for coming to terms with the business decisions made by their operators. It calls for further research on the democratic governance of social media platforms.
