Purpose: Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach: The conceptual model was...

Purpose: This paper seeks to advance the study of knowledge boundary spanning by approaching spanning as a process that involves four spanning mechanisms. Design/methodology/approach: Building on the insights from practice‐based view of knowledge and knowledge management literature more...