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This study contributes to research on misinformation ecosystems by focusing on poorly understood \u201cmicro-influencers\u201d who create misinformation in peer-to-peer networks. We detail four key tactics that micro-influencers use. First, they disseminate \u201cgray area\u201d content rather than expert-falsified claims, using aesthetic and rhetorical tactics to evade moderation. Second, they post in small, closed groups where members feel predisposed to trust content. Third, they target consumers\u2019 emotional and social needs. Finally, they post high volumes of short, repetitive content to plant \u201cseeds of doubt\u201d and build trust. We discuss the implications these micro-influencers have for misinformation interventions and platforms\u2019 efforts to moderate misinformation.<\/jats:p>","DOI":"10.1177\/14614448241255379","type":"journal-article","created":{"date-parts":[[2024,6,14]],"date-time":"2024-06-14T07:18:08Z","timestamp":1718349488000},"page":"5710-5735","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":5,"title":["Sowing \u201cseeds of doubt\u201d: Cottage industries of election and medical misinformation in Brazil and the United States"],"prefix":"10.1177","volume":"27","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6328-4763","authenticated-orcid":false,"given":"Amelia","family":"Hassoun","sequence":"first","affiliation":[{"name":"University of Cambridge, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1894-7791","authenticated-orcid":false,"given":"Gabrielle","family":"Borenstein","sequence":"additional","affiliation":[{"name":"ReD Associates, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-1873-6501","authenticated-orcid":false,"given":"Katy","family":"Osborn","sequence":"additional","affiliation":[{"name":"ReD Associates, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jacob","family":"McAuliffe","sequence":"additional","affiliation":[{"name":"Duke University, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8636-6702","authenticated-orcid":false,"given":"Beth","family":"Goldberg","sequence":"additional","affiliation":[{"name":"Jigsaw (Google), USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2024,6,14]]},"reference":[{"key":"e_1_3_5_2_1","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9781139963107"},{"key":"e_1_3_5_3_1","doi-asserted-by":"publisher","DOI":"10.1177\/2053168019848554"},{"key":"e_1_3_5_4_1","doi-asserted-by":"publisher","DOI":"10.1126\/sciadv.aay3539"},{"issue":"4","key":"e_1_3_5_5_1","first-page":"1","article-title":"A survey of expert views on misinformation: definitions, determinants, solutions, and future of the field","volume":"4","author":"Altay Berriche M","year":"2023","unstructured":"Altay Berriche M, Heuer H, et al. 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