Serious academic research pertaining to social media and marketing is just now starting to be published. This is an excellent piece of research coming out of Northwestern University by Shyam Gopinath, Jacquelyn Thomas And Lakshman Krishnamurthi. It focuses on the link between online discussions and sales.
http://insight.kellogg.northwestern.edu/index.php/Kellogg/article/people_are_talking
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