Social influence is the study of how individuals are influenced by the thoughts, feelings, and behaviors of others within a social context. This research area examines how people are persuaded, influenced, or coerced by others in their social networks, and how these influences can impact attitudes, beliefs, and behaviors. Social influence can occur through various mediums such as social media, advertising, peer pressure, and conformity. Researchers in this field often investigate factors such as group dynamics, social norms, conformity, obedience, compliance, and authority. The goal of studying social influence is to gain a better understanding of human behavior in social settings and to explore ways in which individuals can be influenced to adopt certain attitudes or behaviors.