Word-of-mouth has always been a powerful mantra for marketing, whereby a positive consumer passes on their recommendation of product or service to their friends, family, and work colleagues. In the age of social networking, electronic word-of-mouth (eWoM) becomes a potentially even more powerful tool. Social media can amplify the positive message especially of those one might refer to as "influencers" people with larger than average reach and audience on the various websites and apps. Of course, the negative of the power of eWoM is the potential for negative messages to be amplified too.