Clickbait
In clickbait (literally: click bait), hyperlinks or banner text are worded in a way that strongly invites a click. The reader is given enough information to be curious, but not enough to satisfy that curiosity. This curiosity-raising, by the way, may involve a degree of deception; the actual content of the linked page may differ from the impression created in the anchor text.
This principle is applied to a limited extent by news websites when they determine the texts of headlines. They know that stimulating text gets better clicks. It has been said that based on headlines alone, you can distinguish between quality media and more sensational media.
Even within online marketing, clickbait can increase click-throughs. This can be a conscious choice of the advertiser to generate more traffic within his campaign. However, clickbait is also used by publishers within affiliate marketing, among other things, to obtain income from the generated clicks.
Scams with clickbait
Online scammers also make extensive use of suggestive and falsely worded texts and advertisements. Practices such as fake news and celebrity-bait can be used to influence public opinion and extort money from victims under false pretenses, among other things.