Transitioning from Traditional to Digital Content: An Examination of Opinion Leadership and Word-of-Mouth Communication across Various Media Platforms

@article{Cole2011TransitioningFT,
  title={Transitioning from Traditional to Digital Content: An Examination of Opinion Leadership and Word-of-Mouth Communication across Various Media Platforms},
  author={M. Cole and Mary M. Long and Larry Chiagouris and P. Gopalakrishna},
  journal={Journal of Internet Commerce},
  year={2011},
  volume={10},
  pages={105 - 91}
}
  • M. Cole, Mary M. Long, +1 author P. Gopalakrishna
  • Published 2011
  • Business
  • Journal of Internet Commerce
  • This study demonstrates that online product user reviews create opportunities for customer involvement with product and brand. It focuses on the resultant benefits to the firm, such as the attraction of valuable opinion leaders to the brand, positive word-of-mouth (WOM) communication about the brand, and brand preference. We examine subscribers of a leading paid subscription Web site and print magazine, as well as product review contributors, all customers of a major consumer product rating… CONTINUE READING
    14 Citations
    African Generation Y Students' Propensity to Engage in Word- of-Mouth Communication on Facebook
    • 4
    • PDF

    References

    SHOWING 1-10 OF 61 REFERENCES
    Consumers’ Reliance on Product Information and Recommendations Found in UGC
    • 274
    Online Reviews: Do Consumers Use Them?
    • 663
    • PDF
    The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms
    • 2,849
    • PDF