Online groups can profoundly shape our thoughts and actions. Social influence in these spaces takes many forms, from subtle peer pressure to outright conformity. Understanding these dynamics is key to navigating the digital social landscape.
Influencers wield significant power in online communities. They use psychological tricks like social proof and scarcity to sway opinions and behaviors. Recognizing these tactics helps us make more informed choices about who and what we follow online.
Social influence in online groups
Forms of social influence
- Social influence refers to the ways in which individuals' attitudes, beliefs, and behaviors are shaped by the presence and actions of others in a social context
- Informational influence occurs when individuals conform to the behaviors or opinions of others in an attempt to be correct, especially when the situation is ambiguous or the individual is uncertain
- Example: An individual may change their stance on a political issue after reading a persuasive argument in an online forum
- Normative influence happens when individuals conform to the expectations of others in order to be liked and accepted, often leading to public compliance without necessarily changing private beliefs
- Example: A person may express agreement with a popular opinion in a social media comment section, even if they privately disagree, to avoid criticism or rejection
- Social comparison theory suggests that people evaluate their own opinions and abilities by comparing themselves to others, which can lead to conformity in online groups
- Example: An individual may adjust their rating of a product or service to align with the average rating given by other users on a review website
Online group identity and conformity
- The social identity model of deindividuation effects (SIDE) proposes that anonymity in online groups can enhance the salience of group identity, leading to increased conformity to group norms
- Example: Members of an anonymous online forum may adopt the language and behaviors that are prevalent within the group, even if they differ from their usual communication style
- Persuasion, the process of changing attitudes or behaviors through the use of messages or social pressure, is a common form of social influence in online settings
- Example: An online advertisement featuring testimonials from satisfied customers may persuade a viewer to purchase the advertised product
Conformity and compliance online
Online conformity
- Conformity is the tendency to align one's attitudes, beliefs, and behaviors with those of the group, often resulting from informational or normative influence
- Online environments can foster conformity due to the presence of social cues, such as likes, upvotes, and comments, which serve as indicators of group norms and opinions
- Example: A user may be more likely to share or like a post that has already received a high number of interactions from other users
- The online disinhibition effect, which refers to the tendency for individuals to behave more freely and take greater risks online due to perceived anonymity and reduced social constraints, can impact conformity and compliance in online settings
- Example: An individual may express a controversial opinion in an online discussion that they would be hesitant to share in a face-to-face conversation
Online compliance
- Compliance refers to the act of openly agreeing with or following the requests or demands of others, often as a result of social pressure or the desire to avoid negative consequences
- Online compliance can be influenced by factors such as the authority or perceived expertise of the person making the request, the scarcity of the resource or opportunity being offered, and the principle of reciprocity
- Example: A user may be more likely to sign up for a newsletter or download a free e-book if the offer is presented by a well-known industry expert
- Example: An individual may feel compelled to respond to a message or comment on their social media post out of a sense of reciprocity, even if they are not particularly interested in continuing the interaction
Groupthink in online communities
Factors contributing to online groupthink
- Groupthink is a psychological phenomenon that occurs when a group's desire for harmony and consensus overrides critical thinking and individual decision-making, often leading to poor or irrational decisions
- Online communities can be particularly susceptible to groupthink due to factors such as the absence of dissenting opinions, the illusion of invulnerability, and the pressure to conform to group norms
- Example: Members of a Facebook group focused on a particular political ideology may be less likely to challenge or question posts that align with the group's beliefs, even if they contain misinformation
- Confirmation bias, the tendency to seek out and interpret information in a way that confirms one's preexisting beliefs, can contribute to the development and maintenance of groupthink in online communities
- Example: Users of a forum dedicated to a specific conspiracy theory may actively search for and share content that supports their beliefs while dismissing evidence that contradicts it
Manifestations of online groupthink
- Symptoms of groupthink in online groups include the illusion of unanimity, self-censorship, direct pressure on dissenters, and the emergence of self-appointed "mindguards" who protect the group from contrary information
- Example: In a subreddit focused on a particular hobby, users who express opinions that deviate from the norm may be downvoted, criticized, or even banned by moderators
- Echo chambers, online spaces where individuals encounter beliefs or opinions that coincide with their own, can amplify groupthink by reinforcing existing views and limiting exposure to diverse perspectives
- Example: Users of a Twitter hashtag related to a social movement may primarily interact with and retweet content from like-minded individuals, creating an echo chamber that reinforces their shared beliefs and opinions
Strategies of online influencers
Leveraging social proof and liking
- Online influencers are individuals who have the ability to affect the purchasing decisions or opinions of others due to their authority, knowledge, position, or relationship with their audience
- Social proof, the psychological phenomenon wherein people copy the actions of others in an attempt to reflect correct behavior, is often leveraged by online influencers to shape group opinions and actions
- Example: An influencer may showcase user-generated content, such as photos of followers using their recommended products, to demonstrate the popularity and effectiveness of the items
- Influencers may use the principle of liking, which suggests that people are more likely to comply with requests from individuals they like or find attractive, to persuade their followers
- Example: An influencer may share personal stories and behind-the-scenes content to create a sense of intimacy and connection with their audience, increasing the likelihood that followers will trust their recommendations
Authority, scarcity, and consistency
- The principle of authority, which states that people tend to obey authority figures, can be employed by influencers who are perceived as experts or leaders in their field
- Example: A fitness influencer with professional certifications and a track record of successful client transformations may be more persuasive when promoting a particular workout routine or diet plan
- Influencers may create a sense of scarcity or exclusivity around their content or products, tapping into the principle of scarcity, which suggests that people assign more value to things that are rare or difficult to obtain
- Example: A beauty influencer may promote a limited-edition makeup collection, emphasizing that it will only be available for a short time, to encourage followers to make a purchase
- Consistency and commitment are often used by influencers to shape group behavior, as individuals tend to behave in ways that are consistent with their prior beliefs and actions
- Example: An influencer may encourage followers to publicly commit to a challenge or goal, such as a 30-day yoga challenge, knowing that people are more likely to follow through on their commitments when they have been stated publicly