Just found this as a Facebook post of a wonderful media scholar Mark Deuze.

He shared the news and link to a a recent marketing research effort that studied “3,000 U.S. social network users tackled not only general behaviors and platform preferences for social sites; it delved deeper into how social sites affect family and friend relationships and consumer attitudes towards brands and products.”

The marketing gurus noted that that social networking has transformed consumerism into a 2-way participation. Hmmm… How much does the mission of the research define the results?