▁pe ers ▁through ▁messages ▁from ▁a ▁peer ' s ▁account , ▁which ▁may ▁be ▁peer - written . ▁Such ▁messages ▁may ▁be ▁part ▁of ▁an ▁interactive ▁market ing ▁strategy ▁involving ▁model ing , ▁rein for cement , ▁and ▁social ▁interaction ▁mechan isms . ▁A ▁ 2 0 1 1 ▁study ▁foc using ▁on ▁peer ▁communication ▁through ▁social ▁media ▁described ▁how ▁communication ▁between ▁pe ers ▁through ▁social ▁media ▁can ▁affect ▁purchase ▁intent ions : ▁a ▁direct ▁impact ▁through ▁conform ity , ▁and ▁an ▁indirect ▁impact ▁by ▁stress ing ▁product ▁eng agement . ▁The ▁study ▁indicated ▁that ▁social ▁media ▁communication ▁between ▁pe ers ▁about ▁a ▁product ▁had ▁a ▁positive ▁relationship ▁with ▁product ▁eng agement . ▁ ▁Use ▁in ▁science ▁Sign als ▁from ▁social ▁media ▁are ▁used ▁to ▁assess ▁academic ▁publications , ▁as ▁well ▁as ▁for ▁evaluation ▁of ▁the ▁quality ▁of ▁the ▁Wikipedia ▁articles ▁and ▁their ▁sources . ▁Data ▁from ▁social ▁media ▁can ▁be ▁also ▁used ▁for ▁different ▁scientific ▁approaches . ▁One ▁of ▁the ▁studies ▁exam ined ▁how ▁millions ▁of ▁users ▁interact ▁with ▁soci ally ▁shared ▁news ▁and ▁show ▁that ▁individuals ’ ▁choices ▁played ▁a ▁stronger ▁role ▁in ▁limit ing ▁expos ure ▁to ▁cross - cut ting ▁content . ▁Another ▁study ▁found ▁that ▁most ▁of ▁the ▁health ▁science ▁students ▁acqu iring ▁academic ▁materials ▁from ▁others ▁through ▁social ▁media . ▁Mass ive ▁amounts ▁of ▁data ▁from ▁social ▁platforms ▁allows ▁scient ists ▁and ▁machine ▁learning ▁research ers ▁to ▁extract ▁ins ights ▁and ▁build ▁product ▁features . ▁Using ▁social ▁media ▁can ▁help ▁to ▁shape ▁patterns ▁of ▁de ception ▁in