Patent attributes
Aspects of the subject disclosure may include, for example, a method in which a processing system obtains physical and social environmental data for a communication device user, and provides content for presentation at the device. First reaction data, obtained via sensors associated with the user, indicate the user's reaction to presentation of the content; the data is analyzed to determine user affinity for the content in a context of the physical and social environments. The content is modified during the presentation; second reaction data is obtained and analyzed to determine a second user affinity for the modified content. If the affinity is enhanced, the modified content is sent to other users' equipment via a social network. Affinity responses regarding the modified content are analyzed, and a set of users is identified as an affinity group; additional content is transmitted to equipment of the affinity group. Other embodiments are disclosed.