...Anubhav Mishra; Nishtha Malik; Anuja Shukla Purpose This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms. Design/methodology/approach A thematic analysis was undertaken to meet...

...-structured personal interviews were conducted towards actively engaged parents on social media. For inferential analysis, responses of 23 parents were analysed with the help of theoretical thematic analysis Findings The findings uncover the multifaceted reasons persisting behind sharenting activities...