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This study aims to explore knowledge sharing (KS) attitudes and intention of healthcare professionals in India through the use of information and communication technology platforms such as Web 2.0. The research specifically focuses on individual motivators such as the face, reputation and reciprocity, which, to an extent, are influenced by indigenous culture.

The study uses a cross-sectional survey design to collect data. A sample of 207 was obtained from professionals working in healthcare in India. The data were analyzed using the partial least square-structural equation modeling.

The results confirmed that attitude toward KS leads to the intention to share knowledge. Attitude toward KS using Web 2.0 was found to be positively related to self-efficacy and reciprocity. Furthermore, face and reputation were found to moderate the relationship between attitude and intention to share knowledge while the moderating effect of rewards was found to be insignificant.

This study was limited to healthcare professionals in India. Knowledge workers in other industries can be considered for further studies.

This study provides useful insights into KS practices using Web 2.0 among knowledge workers. Particularly it emphasizes the individual motivators, which can be manipulated by Web 2.0 designers to nurture a positive attitude toward KS and to encourage user’s participation.

The study investigates, using an integrated theoretical framework, how certain factors act as a motivator or a barrier for sharing knowledge using Web 2.0. in the specific cultural context of healthcare professionals in India.

This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined.

The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model.

The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience.

The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.

The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs.

The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap.

This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers.

The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self.

This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

This study aims to explore the effect of mass media exposure on women contraceptive adoption. The intent was to show how factors affected contraceptive use, such as education, standards of living, etc., behave differently across the poverty line.

Logistic regression was used to test the effect of exposure of various mass media on contraceptive adoption. Indian Human Development Survey (2005) was used for the analysis. Analysis was performed to compare results across the poverty line.

Television exposure was found to be significant, and it had a strong effect on the likelihood that the family uses contraceptives. Newspaper readership was found significant above the poverty line and insignificant below.

The present study only analyzes cross-sectional data. A longitudinal study would be better suited to determine how these factors affect contraceptive use over time.

The findings of this study can be useful in designing more effective media mix for the communications aimed at increasing contraceptive use in India.

The findings show the divide between the population segments above and below the poverty line. Low education levels, affordability issues and son preferences are the major factors deterring contraceptive use at this level.

This is the first study to separately study the population samples across the poverty line. Compared to previous studies which focuses heavily on one media, this analysis includes other media variables and focuses on a variation of these factors across the poverty line.

The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also examines the role of deal proneness, attribution, and emotions.

Using a mixed method approach to gain insights into this relatively unexplored phenomenon of OFS, this research uses netnography followed by a survey study.

The findings show that deal-prone customers tend to ignore service failures during OFS and re-participate in the future. In the context of OFS, failures attributed to internal locus of attribution (LOA) also have a negative effect on re-participation compared with failures attributed to external LOA. Furthermore, there is a three-way interaction among deal proneness, LOA, and past emotions. The results show that negative past emotions further exacerbate the impact of attribution on the link between deal proneness and re-participation.

In contrast with prior research, the paper shows that consumers participate even after service failure. The proposed difference is between customers who experience different LOA and past emotions offers insights into their behavior after service failure in a new context of an online/electronic commerce event – flash sales. This paper specifically explores the role of internal LOA and finds that it has a more negative impact than external LOA on re-participation.