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

  title={Transitioning from Traditional to Digital Content: An Examination of Opinion Leadership and Word-of-Mouth Communication across Various Media Platforms},
  author={Michael D. Cole and Mary M. Long and Larry Chiagouris and Pradeep Gopalakrishna},
  journal={Journal of Internet Commerce},
  pages={105 - 91}
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… 
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