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Social proof can be an effective marketing tactic for a number of reasons.
The most basic motivating force behind social proof is the bandwagon effect, a social psychology concept which states that people are more likely to engage in an action if other people are doing it.
For example, if over two million people have purchased a book and enjoyed it, the wisdom of the crowd dictates that you are likely to enjoy the book too.
Trustproofs.com
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