BarkBox is a monthly subscription service that delivers a box full of toys and treats for your dog. Fogg’s model explains part of its popularity as people are paying more attention to their pet’s wellbeing. Cialdini’s principle of social proof can also explain BarkBox’s marketing strategy. By paying many influencers and have advertisements on all social media, dog owners feel that having a subscription box for their bog becomes the norm and are more willing to pay for it. The principle of liking might also apply here since influencers’ recommendations might also be considered word-of-mouth referrals.