The prevalence of digital on-line capabilities has changed the consumer buying cycle. Consumers often independently spend the majority of time in the purchase decision doing research and comparison-shopping, acquiring information on their own without the seller even being aware. At the same time, potential buyers may be overwhelmed with too much readily accessible information, which makes buying decisions more difficult. Potential buyers may then seek trusted advice, often looking to what existing customers have to say about the brand, product or buying experience before making the  ...