Motivation via a Connected Cosumer

Quite obvious, people are always looking at the motivation of recommendations.  Can we now get at the motivation more clearly?  (In Supermarket News, requires registration for full article.)

Grocers seek customers' social promotion of store brands 
Chains including Food Lion, Brookshire Grocery and Whole Foods Market are asking customers to share photos and stories on social media of how they use store-brand products. Such promotions are effective because they have a high degree of credibility, retail consultant Harold Lloyd says. "Consumers are more apt to believe a message if it comes from their peers," he said. "It carries so much more weight than a paid advertisement." ....