It is now widely accepted that the Internet and allied information and communication technologies (ICT) have facilitated enterprises’ internationalization. Moreover, as the World Wide Web has evolved, it has provided new tools that enable such firms to internationalize more rapidly and engage more effectively with customers in a wider range of more complex business activities (Bell & Loane, 2010). In fact, advances in the area of ICT have brought sweeping changes to people and firms’ life and to the marketing practice. As a result, online marketing is claiming an ever-increasing portion of the marketers’ attention and corporate budget. The most profound effect of the Internet on marketing practices was the migration of market power from the business to the customer (Constantinides, Lorenzo, & Gómez, 2008; Rha, Widdows, Hooker, & Montalto, 2002; Rogers, Chamberlin, Ellison, & Crean, 1997; Urban, 2005; Varandarajan & Yadav, 2002; Wind & Mahajan, 2001). By accessing the Internet, customers obtain new tools and access to businesses on a global scale, gaining access to almost unlimited information about products and services while virtually walking on a global high street. A new development in the Internet domain became the source of a second wave of customer empowerment. This development is widely known as social media and implies new forms of one-to-one communication and one-to-many broadcasting of user-generated content. The social media era increases the available information over products, services and commercial outlets accessible to consumers, but also affects the nature and dissemination modes of marketing information (Shin, Pang, & Kim, 2015). While marketing information was traditionally generated by corporations and channeled to markets through one-way mass media, or traditional direct media channels (like direct mail and tele-marketing), the social media-based product, brand and company information are used, generated and transmitted through personal social networks, blogs, online communities, customer forums, etc. Therefore, and importantly, beyond the control of marketers a lot of the information exchanged refers to customer experiences from using products or services and user comments in the form of product reviews, recommendations to other customers, remarks about improvements and even advice for use. There is evidence that customer-generated information plays an increasingly important role in the decision-making process (Constantinides et al., 2008) since this information is usually perceived as more reliable and unbiased. Therefore, unlike traditional IT, social media manage the content of the conversation or interaction as an information artifact in the online environment (Yates & Paquette, 2011).