what is the process of influencing an artwork price to give it more worth called ?

The process of influencing an artwork's price to give it more worth is often referred to as "art market manipulation" or "art market speculation." This can involve various strategies, such as artificially inflating demand through marketing, creating a narrative around the artwork or the artist, leveraging social media, or utilizing auction strategies to increase perceived value. Additionally, establishing a strong provenance or history of ownership can also enhance an artwork's worth. However, it's important to note that some practices could be considered unethical or illegal, depending on the methods used.