Since the beginning of human society, people have given each other friendly advice based on reciprocal personal knowledge and empathy. In marketplaces since ancient times, personal recommendations have driven the success of products, services and their sellers. As the traditional modes of marketing communications appear to be losing effectiveness and the number of users of social media, where brands and products are discussed, is constantly growing, marketers and scholars are particularly interested in understanding how to use social media in order to influence electronic word of mouth (eWOM). Prior studies suggest that marketing communications on social networks using videos may have the highest positive influence on eWOM and underline the crucial role of emotional appeals in marketing communications. It seems that people are more likely to exchange information about luxury brands than about mass-market brands, especially when emotional appeals are used in the marketing communications of luxury brands.