Neuroeconomist Paul Zak discovered that social networking triggers the release of oxytocin, the generosity-trust chemical in our brains. As Adam L. Penenberg writes, the implications of this are significant. Brands participating in social media foster connection, trust, and in the end, that feeling of falling in love.
As Zak and others deepen their study of oxytocin, we may better understand why people with friends live longer and get sick less, and why we are compelled to be social animals online and off. If these changes apply in the world of social media, the implications for business — for every brand, company, and marketer trying to understand the now intimately networked world — could be significant.