The study, by the IBM Institute for Business Value, surveyed more than 2, 600 industry participants and government officials across 84 countries.

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This article is by Steve Peterson, global travel and transportation industry leader for the IBM Institute for Business Value.

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Latimore and Shanker Ramamurthy at the IBM Institute for Business Value surveyed more than 2, 700 industry participants and conducted in-depth interviews with 185 executives and government officials in the course of researching their report.

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The IBM Institute for Business Value found that 60-65% of business leaders who believe that consumers follow their brands on social media sites because they want to be a part of a community.

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My co-researchers and I in our IBM Institute for Business Value study, Collective Intelligence: Capitalizing on the Crowd, we have pointed to intrinsic motivation as well as a strong factor to drive not just individual work but collective crowdsourcing.

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