Social proof, also called as social influence, is what happens when humans are not able to decide the proper mode of behavior. Human beings look for reasons to do what they want to. On the internet, what happens is that people rely heavily on the wisdom of crowds. This means that when a huge mass of people are engaged to one specific entity, it gives credibility to that entity. And soon more and more people subconsciously join into that mass of people. (more…)