I have been reading a book I believe you will like. It discusses the small "nudges" that get us to act in one way or another. The relevance for marketers is obvious and social media and mobile marketing are built on the concept of providing nudges. That may not be what they were designed to do, but it is the outcome. Image you were on your Facebook account and you receive an event. You look at who is coming and see that a friend or two will attend the event and you decide to go. That is a nudge. The book is also available on Audible.

Nudge: Improving Decisions About Health, Wealth, and Happiness