In Part I of this article the eWOM types and their us by marketers has been discussed, meanwhile, laying the ground basis of understanding eWOM and its use for consumer advocacy. The paper identified a research gap in the consumers’ response to eWOMM. In other words, what is the reaction of internet users when marketers initiate advocacy with existing and potential customers through social media publications, blogs or video channels? The article identified a fit of the users’ response to eWOMM with the Cho and Cheon’s model (2004) of advertising avoidance on the internet. Moreover, the article will explore marketers’ implications for managing eWOM without causing marketing/advertising avoidance.