Developing and nurturing appropriate marketing practices on social media are not a simple and straightforward process. The present study investigated the factors affecting customers’ negative feedback on social media. The negative reaction under investigation regarding how companies’ behaviour was viewed by consumers. A conceptual model of customers’ negative feedback on social media was proposed to test the factors that are antecedent to overt consumer behaviours on social media.
Social Media, WOM, Consumer Behaviour, Customer Feedback, Social Influence, Emotion, Gender