Social influence in the darknet market: The impact of product descriptions on cocaine sales (2024)

Background: The rise of the darknet market, supported by technologies such as the Tor Browser and cryptocurrencies, has created a secure environment in which illicit transactions can occur. However, due to the lack of government oversight in this hidden online domain, darknet markets face significant challenges in upholding social order. Hence, this study explores the social dynamics that promote social order in a darknet market, focusing on the impact of item descriptions on sales. In particular, the study examines how text contained in product listings can influence sales and contribute to social order.
Method: To conduct this analysis, we examined 4160 cocaine listings on AlphaBay, which was active from December 2014 to July 2017 and is one of the largest darknet markets in history. Using generalised additive models (GAMs), we assessed the impact of various listing description features, including content and semantic structure, on cocaine sales.
Results: The results showed that sales increased by 61.6 % when listings included delivery information in their description, compared to offers that did not. In addition, the standardised sentiment score (ranging 0,1) of the product description increased positively, and estimated sales increased by 260.5 %. We also found that international shipping reduced sales by 28.3 %. Finally, we found that listings stating the product origin increased sales for all continents except Asia.
Conclusion: The study sheds light on the characteristics of product advertising that facilitate social order within a darknet market. Listings that include delivery details in the description reduce uncertainty about a critical stage of the transaction process while using positive language increases trust. This study makes both an empirical and a theoretical contribution by demonstrating the influence of ad descriptions on sales and the intricate role of social influences in shaping market order.