Key Forms of Social Influence

  • Conformity: The Asch conformity experiments demonstrated that individuals are often willing to go along with the group, even when they know the group is wrong, to avoid conflict or social exclusion. This same behaviour is seen on social media, where users may engage with content simply because it has gained widespread approval through likes and shares.
  • Compliance: On social media, compliance is visible in how users respond to requests, particularly from authority figures or influencers. For instance, an influencer’s call to action, such as asking followers to donate to a cause, can result in large-scale compliance.
  • Obedience: The Milgram experiment revealed that people could follow orders, even when these conflict with their personal values. On social media, this type of obedience might manifest in coordinated actions, such as viral challenges or campaigns driven by influencers or organizations.
  • Minority Influence: Social change often begins with a small group of individuals challenging the status quo. On social media, minority influence can drive significant movements, such as grassroots activism that ultimately shifts public opinion.

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