Social Networking Affects Brains Like Falling in Love

Brain on Social MediaNeuroeconomist 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.

By Lauren Proctor

Entrepreneur with ten years of experience running a digital marketing agency out of New York City. I work with startups and brands such as Virgin Airlines, L2 Inc (Gartner), American Express, Fabletics, LOFT, and more. When I'm not helping companies increase their audience and revenues, I love to travel, sail, and read. I also moonlight as a bartender at a classic cocktail bar.

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