...Amy Dorie; David Loranger Purpose The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels. Design/methodology/approach The current...

... approach was deemed suitable. Two complementary qualitative studies (i.e. semi-structured interviews and critical incidents) have been conducted, and the narratives have been thematically analyzed. Findings Gift recipients value gift personalization because of the utility they derive from the product...