...Suraksha Gupta Purpose The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand...

...Anita Whiting; David L. Williams; Joe Hair Purpose The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for posting positive eWOM and motives for posting negative eWOM. It also...

...Teresa Treviño; José Luis Pineda Garelli Purpose This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment. Design/methodology/approach Following a qualitative, interpretative approach, this paper uses several data collection...