Pew Research estimates that 84% of U.S. Internet users, or some 100 million people, are members of virtual groups with nearly half actively creating media content on Twitter, Facebook, Blogs, User Forums, and in virtual communities. A significant portion of this social media content (SMC) relates specifically to commercial products and services. Moreover, this uncompensated, voluntarily generated, and socially embedded ‘media’ is fast becoming one of the most influential sources of information in the marketplace.
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