People like to talk about their involvement with products and services for a variety of reasons. These include the prestige and status that may arise through ownership or a need to share their purchase experiences in order to help others. These conversations are then passed to family, friends and other people in social networks (Allsop et al., 2007). This reference process is known as WoM communication and is regarded as a
powerful and influential form of communication, if only because of the perceived objectivity and credibility associated with the parties involved