For many commentators, practitioners and academics, word of mouth (WoM) communication has become a hot topic. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications. A number of reasons have been offered to explain its growth. Kirby and Marsden (2006) suggest that media fragmentation, inflated media prices, falling returns, increased consumer marketing and advertising literacy and the adoption of new advertising blocking technologies, are some of the principal reasons forcing organisations to find new ways of reaching their audiences.