Consumers share opinions on products and brands online through electronic word-of-mouth with familiar people and anonymous users. Contents of word-of-mouth is different when shared with different audiences. The size of the audience and interpersonal closeness between social media members may offer insights into what kind of word-of-mouth people share publicly, through Facebook and Reddit, and privately through one-on-one personal text communication. Consumers share word-of-mouth more often when communicating with people privately or anonymously. In comparison consumer share fewer word-of-mouth through Facebook. Consumers use explicit endorsement more often when sharing private word-of-mouth, when they aren’t exposed to opinions of other social media users. Consumer share more two-sided messages (messages containing both positive and negative information), when talking with someone they know, and share most objective information via personal text communication.
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