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

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 media organization. Results indicate a strong relationship between online contributors and opinion leadership, and increased WOM and brand preference for Web site subscribers.