Online recommendations and user reviews have become an important channel for promotion of consumer services and products. Electronic word-of-mouth (eWOM) enables one-to-many communication, the relevance of eWOM has increased exponentially. It occurs through discussion forums, blogs, online opinion sites, online communities, online product reviews and comments written by consumers on web pages. According to our view, ratings and review systems differ in terms of how they are controlled by the firms which consequently also impacts the features and effects of realized eWOM. Therefore the purpose of this paper is to investigate the diversity of eWOM, to identify and analyse divergent occurrences of eWOM in-depth, to sort types/mechanisms and develop an integrative typology for divergent mechanisms of eWOM. The empirical part of the study comprises analysis of different known e-commerce websites (e.g. Ebay, Booking.com). The main results of this research are firstly the analysis schema brings in the aspects that differentiates divergent eWOM types (RQ1) and secondly the classification of eWOM mechanisms (RQ2). This paper contributes by showing that eWOM consists of not-controlled electronic word-of-mouth and recommendations and more controlled electronic testimonials and customer references. Thus we will contribute also by clarifying the concept of eWOM.