Informal conversations between consumers are known as the oldest path by which opinions on products, services and brands are developed, expressed, and spread. Individuals like to share their experiences with one another and referrals are an important element in the decision making process of consumption. The vast majority of research in the word-of-mouth realm portrays topics exploring WOM from a macro-perspective, exploring the function and relevance of this phenomenon. Few academic investigations have paid attention in scrutinizing the circumstances in which word-of-mouth is built up. When...