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'''Social influence''' occurs when an [[individual]]'s [[thoughts]] or [[actions]] are affected by other people. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, [[leadership]], persuasion, sales, and marketing. Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.[1]

'''Social influence''' occurs when an [[individual]]'s [[thoughts]] or [[actions]] are affected by other people. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, [[leadership]], persuasion, sales, and marketing. Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.[1]

*1. [http://en.wikipedia.org/wiki/Compliance_(psychology) Compliance] is when people appear to agree with others, but actually keep their dissenting opinions [[private]].

*1. [https://en.wikipedia.org/wiki/Compliance_(psychology) Compliance] is when people appear to agree with others, but actually keep their dissenting opinions [[private]].

*2. [http://en.wikipedia.org/wiki/Identification_(psychodynamic) Identification] is when people are influenced by someone who is liked and respected, such as a famous celebrity or a favorite uncle.

*2. [https://en.wikipedia.org/wiki/Identification_(psychodynamic) Identification] is when people are influenced by someone who is liked and respected, such as a famous celebrity or a favorite uncle.

*3. [http://en.wikipedia.org/wiki/Internalization Internalization] is when people accept a [[belief]] or [[behavior]] and agree both [[public]]ly and [[privately]].

*3. [https://en.wikipedia.org/wiki/Internalization Internalization] is when people accept a [[belief]] or [[behavior]] and agree both [[public]]ly and [[privately]].

Another example would be movie stars, who do not usually possess any [[political]] power but are familiar to many of the world's citizens and therefore possess [[social status]]. They get a lot of media coverage and they may have many [[enthusiastic]] fans.

Another example would be movie stars, who do not usually possess any [[political]] power but are familiar to many of the world's citizens and therefore possess [[social status]]. They get a lot of media coverage and they may have many [[enthusiastic]] fans.

===Peer pressure===

===Peer pressure===

In the case of [http://en.wikipedia.org/wiki/Peer_pressure peer pressure], a person is convinced to do something (such as illegal drugs) which they might not want to do, but which they perceive as "[[necessary]]" to keep a positive [[relationship]] with other people, such as their [[friends]].

In the case of [https://en.wikipedia.org/wiki/Peer_pressure peer pressure], a person is convinced to do something (such as illegal drugs) which they might not want to do, but which they perceive as "[[necessary]]" to keep a positive [[relationship]] with other people, such as their [[friends]].

===Psychological manipulation===

===Psychological manipulation===

[[Psychological]] manipulation refers to attempts to [[change]] another [[person]] using [[methods]] which are exploitative, devious, deceptive, insidious or unfair. Manipulation is always one-sided, unbalanced or unsymmetrical. Manipulation advances the interests and furthers the goals of the manipulator only, often at the victim's expense.

[[Psychological]] manipulation refers to attempts to [[change]] another [[person]] using [[methods]] which are exploitative, devious, deceptive, insidious or unfair. Manipulation is always one-sided, unbalanced or unsymmetrical. Manipulation advances the interests and furthers the goals of the manipulator only, often at the victim's expense.

===Reputation===

===Reputation===

Those perceived as experts may exert social influence as a result of their [[Perception|perceived]] expertise. This involves credibility, a form of social influence from which one draws upon the notion of [[trust]]. People believe an individual to be credible for a variety of reasons, such as perceived [[experience]], attractiveness, etc. Additionally, pressure to maintain one's reputation and not be viewed as fringe may increase the tendency to agree with the [[group]], known as [http://en.wikipedia.org/wiki/Groupthink groupthink].[3]

Those perceived as experts may exert social influence as a result of their [[Perception|perceived]] expertise. This involves credibility, a form of social influence from which one draws upon the notion of [[trust]]. People believe an individual to be credible for a variety of reasons, such as perceived [[experience]], attractiveness, etc. Additionally, pressure to maintain one's reputation and not be viewed as fringe may increase the tendency to agree with the [[group]], known as [https://en.wikipedia.org/wiki/Groupthink groupthink].[3]

===[[Emotions]]===

===[[Emotions]]===

In 2009, a study concluded that fear increases the chance of agreeing with the [[group]], while [[romance]] or lust increases the [[chance]] of going against the group.  When love strikes in a group the two who are together feel like they have to make their own stand and that is what mainly causes them to diagree.[4]

In 2009, a study concluded that fear increases the chance of agreeing with the [[group]], while [[romance]] or lust increases the [[chance]] of going against the group.  When love strikes in a group the two who are together feel like they have to make their own stand and that is what mainly causes them to diagree.[4]

===Social trends===

===Social trends===

In his book, [http://en.wikipedia.org/wiki/The_Tipping_Point ''The Tipping Point''], Malcolm Gladwell discusses the way new ideas are transmitted by social influence. New products or [[fashion]]s are introduced by innovators, who tend to be [[creative]] and nonconforming. Then early adopters join in, followed by the early majority. By this time, a substantial number of people are using the [[idea]] or product, and normative and informational influence encourages others to conform as well. The early majority is followed by a second group that Gladwell calls the late majority, and then finally by the laggards, who tend to be highly [[conventional]] and resistant to [[change]].[5]

In his book, [https://en.wikipedia.org/wiki/The_Tipping_Point ''The Tipping Point''], Malcolm Gladwell discusses the way new ideas are transmitted by social influence. New products or [[fashion]]s are introduced by innovators, who tend to be [[creative]] and nonconforming. Then early adopters join in, followed by the early majority. By this time, a substantial number of people are using the [[idea]] or product, and normative and informational influence encourages others to conform as well. The early majority is followed by a second group that Gladwell calls the late majority, and then finally by the laggards, who tend to be highly [[conventional]] and resistant to [[change]].[5]

==Social Structure==

==Social Structure==

There are varying social [[structures]] within online [[communities]] that determine the interaction between influencer and follower. [6] The following are classifications of social structures in which influencers operate:

There are varying social [[structures]] within online [[communities]] that determine the interaction between influencer and follower. [6] The following are classifications of social structures in which influencers operate:

* Pyramid - Reciprocity is not the primary objective in a [[pyramid]]-shaped social [[structure]]. Typically users have a passive [[relationship]] with one another. Often cited as a prime example of this social structure is [http://en.wikipedia.org/wiki/Twitter Twitter]. Influencers such as CNN and the NY Times garner millions of followers. It is these followers that provide the support structure for the influencers (the capstone to the pyramid). The more followers a user has, the larger their pyramid stands.

* Pyramid - Reciprocity is not the primary objective in a [[pyramid]]-shaped social [[structure]]. Typically users have a passive [[relationship]] with one another. Often cited as a prime example of this social structure is [https://en.wikipedia.org/wiki/Twitter Twitter]. Influencers such as CNN and the NY Times garner millions of followers. It is these followers that provide the support structure for the influencers (the capstone to the pyramid). The more followers a user has, the larger their pyramid stands.

* Circular - The central element in a circular social structure is [[reciprocity]]. Consider the [[analogy]] to [http://en.wikipedia.org/wiki/Ring_Around_the_Rosie Ring Around the Rosie]. Users can identify and [[communicate]] with everyone in their immediate [[circle]]. Facebook is an often-cited example of a circular social structure. Where Twitter you might follow 300 brands, typically [http://en.wikipedia.org/wiki/Facebook Facebook] users befriend only a select number of people or brands.

* Circular - The central element in a circular social structure is [[reciprocity]]. Consider the [[analogy]] to [https://en.wikipedia.org/wiki/Ring_Around_the_Rosie Ring Around the Rosie]. Users can identify and [[communicate]] with everyone in their immediate [[circle]]. Facebook is an often-cited example of a circular social structure. Where Twitter you might follow 300 brands, typically [https://en.wikipedia.org/wiki/Facebook Facebook] users befriend only a select number of people or brands.

* Hybrid - This social structure combines the circular and pyramid-shaped community framework. Users will form micro-communities based on particular websites or topics. [http://en.wikipedia.org/wiki/Digg Digg] is an example of a hybrid social structure. Within a category, there will emerge a tight [[group]] of influencers that band together to [[promote]] [[content]].

* Hybrid - This social structure combines the circular and pyramid-shaped community framework. Users will form micro-communities based on particular websites or topics. [https://en.wikipedia.org/wiki/Digg Digg] is an example of a hybrid social structure. Within a category, there will emerge a tight [[group]] of influencers that band together to [[promote]] [[content]].

==References==

==References==

# Kelman, H. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 1, 51-60.

# Kelman, H. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 1, 51-60.

==Further reading==

==Further reading==

* [http://en.wikipedia.org/wiki/Robert_B._Cialdini Cialdini, Robert B.] (2001). ‘‘Influence: Science and practice (4th ed.)’’. Boston: Allyn & Bacon. ISBN 0321011473.

* [https://en.wikipedia.org/wiki/Robert_B._Cialdini Cialdini, Robert B.] (2001). ‘‘Influence: Science and practice (4th ed.)’’. Boston: Allyn & Bacon. ISBN 0321011473.

* Hogan, Kevin (2004) The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less! (ISBN 978-0471670513

* Hogan, Kevin (2004) The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less! (ISBN 978-0471670513