Social Word-of-Mouth Traditionally customerloyalty and positive word-of-mouth have been two major goals aimed at by organisations  In recent yearsthe adoption of online communication by many consumers has facilitated afundamental change to the structure of many WOM interactions by exposingconsumers to electronic WOM  from virtualstrangers.  Wirtz (2010) statesthat social word-of-mouth as a concept that can be defined as the informationtransfer amongst several parties through electronic applications such as blogs,reviewwebsites or even e-mail. The development of the internet means that users canshare tips, reviews and recommendations in a new virtual environment, leadingto an emerging type of communication called electronic word-of-mouth (Francisco, 2013)