According to Chang & Chin (2011) French consumers spend more time on the internet (38% of total media consumption while the British and the Germans are at 30%). They also have a special affection for blogs, 38% and 13% consult regularly involved in writing content for the web. It was also revealed in the study that 80% of Germans regularly consult wikis such as Wikipedia, as against 48% of the UK (p. 129). It was concluded in the study that British consumers rely heavily on online reviews for online purchase and that is the reason why are very interested in social media.
Most of the companies, today, are exaggerating search engines and especially Google, to find out about their products and service, in order to inform and orient themselves in review sites. Here the great benefits of the so-called swarm intelligence are in the internet at the same time the biggest threat to its image and reputation of a product or service (Barkhi, Belanger & Hicks 2008, p. 181). Even a single disgruntled customer – favored by the snowball – and solidarity effect for example on blogs – are sufficient to provoke a virtual avalanche. The more people say something, the truer it seems. The majority opinion mutated to perceived reality. But the “wisdom of crowds” really a good guide when it comes to choosing the best product or service? Virtual discussions can promote not only a reckless foreign condemnation, but also ruin the reputation considerably (Bigné-Alcañiz et al. 2008, p. 652).
据张和下巴（2011年），法国的消费者花更多的时间在互联网上（38％，而英国和德国的媒体消费总额的30％）。他们也有一种特殊的感情博客，38％和13％的定期协商参与编写的Web内容。在研究中也发现，80％的德国人定期咨询维基百科这样的维基百科，对48％，英国（第129页）。在研究中得出的结论很大程度上依赖于英国消费者网上购买网上的评论，这是为什么在社会化媒体非常感兴趣的原因。
大多数的公司，今天，夸大搜索引擎，尤其是谷歌，以了解他们的产品和服务，以告知自己定位在评论网站。在这里，巨大的利益的所谓群体智能的在互联网上，在同一时间的最大威胁其形象和声誉的产品或服务（Barkhi，贝朗格和希克斯2008年，页181）。即使是一个不满的顾客 – 所青睐的雪球 – 和团结的效果，例如在博客上 – 足以挑起虚拟雪崩。越来越多的人说些什么，似乎更真实。多数意见突变感知的现实。但是，“群体的智慧”确实是一个很好的指导，当谈到选择最好的产品或服务？虚拟的讨论，不仅能促进一个鲁莽的外交谴责，但也毁了名声很大（Bigné阿尔卡尼斯等人，2008年，页652）。
