In order to be deemed "cool" through social means by gaining more followers, increasing your "Likes", or reinventing yourself over the Internet, social media as a popularity contest is a phenomenon that is ever growing in modern society.
"These days it seems like it matters just as much to have a clique of click-happy followers online as it does to have a table full of friends at the school cafeteria" - Teen Vogue
Social Proof Phenomenon "psychological phenomenon when people assume the same actions of others in an attempt to reflect correct behaviour for a given situation." -Canadian Business Journal
"On Instagram I follow thousands of accounts— then unfollow them when they follow me back... I realize it's kind of lame, but it helps me gain Likes." -Lauren (19)