Word-of-mouth is considered to be one of the most powerful and trusted sources of product and experience information for consumers. Consumers tend to trust the opinions of peers and individuals similar to themselves over marketing generated content which only aims to make them purchase the product. However, in recent years the usage of social media has grown tremendously which has caused a shift from traditional WOM behavior to an electronic element resulting in a substantial research stream—electronic WOM (eWOM). eWOM allows consumers to socially interact with one another, exchange product-related information, and make in- formed purchase decisions via computer-mediated conversations. (King, Racherla & Bush, 2014).