Desired online behaviors include clicking on links, making purchases, sharing content, commenting etc. Marketing is focused on getting people to notice brands and behaving in a favorable direction. So, how can this be accomplished? Research psychology has defined a  framework called ABA (applied behavioral analysis). It is simple and effective. Any situation can be viewed and modified using this framework to generate real and measurable results. The first step is to identify the behavior that you want. Then look at the real life context of this behavior as it is happening at the moment.