Influence refers to the exercise of power through a process of persuasion, where one individual or group is able to affect the thoughts, feelings, or behaviours of others without resorting to explicit force or coercion. It relies on the ability to convince or convince others to adopt a particular viewpoint, take a specific action, or support a certain cause through communication, reasoning, and the appeal to shared values or interests. Influence can operate through various channels, including personal relationships, social networks, media, and public discourse. It is a key aspect of social interaction and plays a significant role in shaping social norms, group dynamics, and political processes. Informal norms, which are generally understood rules of behaviour within a group or society but are not precisely recorded or formally enforced, often exert influence on individuals' actions through social expectations and the potential for social approval or disapproval.