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Consumers have always had a propensity to share their personal experiences of products/services/brands with others. Marketers have long appreciated the importance of such usergenerated content and Ernest Dichter coined the term ‘word of mouth’(WOM) advertising in 1966. In online environments, electronic word-of-mouth (eWOM) has become important to consumers, marketing academics and marketing practitioners. In an era where technology is ever-developing, the Internet is increasingly playing a vital role in our lives. In 2021, the number of Internet users had reached 4.54 billion, accounting for 59% of the world’s population (wearesocial, 2021). It is undeniable that the Internet has had a very significant influence on people’s lives, thereby also leading to an evolution in customers’ consumption habits (Liu et al., 2020; Yoo et al., 2013). Customers are now able to shop, communicate, acquire information and …