One of the major psychological foundations for the purported effectiveness of social media marketing is social proof.
What is Social Proof?
The idea is fairly simple: people are more likely to find a product or service appealing if there is evidence that other people find it desirable. Robert B. Cialdini, in his very popular Influence: Science and Practice, describes social proof as
(more…)an important means that people use to decide what to believe or how to act in a situation by looking at what other people are believing or doing.