Fallout has continued over the holidays for Justin Baldoni as more speak out in support of Blake Lively, following her filing of a complaint alleging a targeted smear campaign in retaliation against her addressing of sexual harassment on the set of their film It Ends With Us.

In a social media ecosystem already rife with misogyny, racism and aggression, experts say it's remarkably easy to shape the narrative around a public figure through "astroturfing".

Lively's allegations center on astroturfing, a tactic that manipulates public opinion by creating a false impression of grassroots support or opposition