This has caused short fee rates for stock to spike as both ...

This has caused short fee rates for $Troika Media(TRKA.US)$ stock to spike as both buyers and short sellers pile in. According to data from Fintel.io, short sellers must now pay a 107% fee rate to borrow shares, putting TRKA in the same league as $Beyond Meat(BYND.US)$ and $3B家居(BBBY.US)$ by that metric.
It’s impossible to gauge where Troika’s stock will head next. Highly shorted stocks can become extremely volatile, and no amount of fundamental analysis can predict whether short sellers or buyers will prevail.
Still, longer-term investors will know that a company’s fundamental performance will eventually reveal itself in share prices. Troika Media could be worth as much as $4.70 if it executes on its prior promises. But if management continues to fail at hitting these lofty targets, even Tuesday’s share price declines might not be enough.