Persuasion
Social proof is the principle by which people judge a choice more valid when a large number of others have made it, described by Robert Cialdini in «Influence: The Psychology of Persuasion».
In digital marketing it is built by putting the right audience in front of your messages, because reviews, comments and likes become the signal that reassures whoever has to decide.
An example
A traveller with a passion for the East kept a blog and a small online shop, and sales rose when she began promoting her own stories with social ads; when she moved the spend from the stories onto the products alone sales collapsed, and they came back as soon as she went back to promoting the stories. With social proof you sell the reason behind your choices, and the sale follows.
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