The growing number of social network users all around the world characterize a recent phenomenon, and therefore the necessity of studies with the intent to produce new knowledge and allow companies to strategically adapt to these new social relations. This study aimed to investigate how these social relations happen in the virtual environment, specifically in the social networks, and if these networks can be characterized as reference group influence on consumer making process. To this end, 15 in-depth interviews with users from the traveling focused social network Tripadvisor were done. The results showed that, for the interviewed users, this network plays the role of influentiator on their decision processes when they are planning a trip for a new destiny, and therefore can be characterized as reference groups.