Purpose: This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages. Design/methodology/approach: A qualitative approach was adopted, consisting of 30...

Purpose: Policymakers push online health services delivery, relying on consumers to independently engage with online services. Yet, a growing cluster of vulnerable patients do not engage with or disengage from these innovative services. There is a need to understand how to resolve the tension...