ABSTRACT
The internet is one of the leading forms of knowledge and information exchange and communication available to mankind. Information either true or false are exchanged and transferred daily with minimal filtering or supervision has become a recent interest of researchers (Godes and Mayzlin, 2004; Kozinets, 2002; Nelson and Otnes, 2005). The emergence of social websites, blogs, opinion based sites and others has been an alternative to mainstream media for information on almost anything including reviews and endorsements on food and beverage establishment reviews.
