In addition to classic verbal communication, online word-of-mouth has established itself as a public product-related exchange among consumers over the Internet. This communication has primarily been studied in marketing with a focus on brand communities. Jonas Reichelt examines what other reasons, besides the community aspect, motivate consumers to engage in online word-of-mouth. Influencing factors from both the product and the individual are taken into account, as well as the perceived credibility of online contributions. The theoretically developed model is tested through a survey of discussion forums on the topic of automobiles.