The role of electronic Word of Mouth within Social Networking Sites

Existing marketing literature within the electronic Word of Mouth (eWOM) research stream is not considering the unique characteristics and implications of social networking sites (SNS) as they derive from traditional Word of Mouth (WOM) characteristics as well. Exploring the role of eWOM within SNS will contribute to the academic understanding of what drives consumers to share information about products or services in this novel area, which then can be used to illustrate marketers in terms of how to communicate or influence their consumers.