An e-wrestling feud is a rivalry between multiple wrestlers or alliances of wrestlers. They are integrated into ongoing storylines, particularly in events which are televised. Feuds may last for a few months to months or be resolved with implausible speed, perhaps during the course of a single match.
Feuds are often the result of the friction that is created between faces (the heroic figures) and heels (the malevolent, 'evil' participants). Common causes of feuds are a purported slight or insult, although they can be based on many other things, including conflicting moral codes or simple professional one-upmanship such as the pursuit of a championship. Some of the more popular feuds with audiences involve pitting former allies, particularly tag team partners, against each other. Depending on how popular and entertaining the feud may be, it is usually common practice for a feud to continue on for weeks, usually building toward a match at a pay-per-view or in a supercard.