Why do people share, like, follow and recommend things every day within their social network on Facebook and how does it influence customers’ based brand equity (CBBE)? The purpose of this research is to explore the motives of people generating brand-related electronic word of mouth (eWOM) communication in Facebook and its influence on the CBBE. The study examines findings from a focus group discussion with the aim of generating a better understanding of eWOM behavior and its effect on CBBE in social networking sites (SNS), with the example of Facebook. Respondents in the experimental group will be asked about their motivation to generate eWOM and how it influences brand equity. Today companies have the big challenge to understand and control consumer-to-consumer communications on SNS. Today, companies are still hesitant to dive into the world of social networking or not having a strategy for optimizing their presence and brand equity on SNS. The study will fill the gap in the discussion of the ways eWOM influences CBBE through Facebook. The results should help brand marketers to develop the right social media marketing and branding strategies. The findings are tentative and based on a relatively small sample; however, they provide a useful framework for future research into the process of eWOM in SNS. Most existing eWOM literature focuses on anonymous or semi-anonymous online platforms and either from the sender or the receiver’s perspective. This study tries to apply eWOM constructs from latest eWOM research to non-anonymous eWOM, from senders and the receiver’s perspective and in a newly emerged media phenomenon, so called SNS. Further, it will try to explain the outcome of the eWOM adoption and the influence on CBBE. Therefore, this study is unique, as it has been able to show some important elements that a social media strategy should require in order strengthening their CBBE.