Do online reviews matter? Yes they do. Word-of-Mouth is a concept most of you are familiar with. WOM occurs when an individual communicates his or her preferences on an item, product or service that they have previous experiences with (Abălăesei, 2014). The traditional definition states it is ‘oral, person-to person communication between receiver and a communicator whom the receiver perceives as non- commercial, regarding a brand, product or service’ (Kaijasilta 2013, p.7). However with the popularity of the internet increasing several studies introduced the concept of eWOM.