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A new IBM Institute for Business Value survey of more than 28,000 consumers from around the world confirms that while consumers actively discuss, critique, promote, and even dismiss your brand, they will give their loyalty only to a few select retailers. How well retailers and product brands identify the arbiters that determine what’s hot and what’s not and build trust with both individuals and communities of like-minded consumers will determine whether they benefit from a base of loyal advocates or are left with transient and fickle customers.

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