Israeli tech firm Cyabra analyzed thousands of posts on social media platform X from Jan. 1 to April 21 as shoppers vented over Target’s pullback and activists organized grassroots boycotts. It determined that 27% of the social media accounts it sampled were fake and “contributed significantly to the viral backlash.” Inauthentic sentiment surged 764% after Target’s announcement to roll back some diversity programs, Cyabra found.

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