Social Word-of-Mouth Customers are constantly sharing product and services experiences withfriends and strangers online. Online word-of-mouth communications have a hugeinfluence on the consumer decision-making process. In recent years there hasbeen a formation of online communities where people from different backgroundsacross the world can interact, communicate, follow trending issues and expresstheir opinions more freely and actively than ever before (Kucukemiroglu, 2015).

Wirtz (2010)defines social word-of-mouth as the information transfer amongst severalparties through electronic applications such as blogs, review websites or evene-mail.  Dubois et Al (2016) examine how interpersonal closeness influencesword-of-mouth valence. They discovered that most people are inclined to sharepositive experiences with strangers and negative experiences with friends, asthe people want to impress strangers and protect friends.

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Barasch (2014)discovered that the amount of people a person shares their views withinfluences what information they will divulge. Individuals tend to censor themselves more when sharing information witha large group of people; they will avoid sharing information that will reflectnegatively on them. However when sharing information with someone one-on-one peoplewill share content that is useful to the recipient.