A Wildfire study shows that 83% of consumers have made buying decisions influenced by user-generated content about products -- and suggests that marketers will be more likely to gain Internet users' trust if they design content that fosters social interactions with other users. "Brands that want to encourage readers to create their own content supporting products and services must create online communities where it becomes easier for customers to share information with like-minded consumers," this Brafton piece explains.

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