Abstract

This article proposes a conceptual framework of cyber-smearing, referred here as consumer intentional effort waged to damage the reputation of a business using the Internet as a medium. Drawing upon equity theory (Adams, 1963) and the retributive theory of punishment (Wasserstrom, 1978), we build a conceptual model explaining how betrayed customers may turn into cyber-smearer.A number of cases involving cyber-smearing are discussed. Through this analysis, the key antecedents of cyber-smearing are identified as well. Finally, future research considerations are offered to conclude.


Keywords: Unfairness; Consumer grudge; Retaliation; Cyber-smearing; Business disruption.

Modified Abstract

This article proposes a conceptual framework of cyber-smearing, referred here as consumer intentional effort waged to damage the reputation of a business using the Internet as a medium. Drawing upon equity theory (Adams, 1963) and the retributive theory of punishment (Wasserstrom, 1978), we build a conceptual model explaining how betrayed customers may turn into cyber-smearer.A number of cases involving cyber-smearing are discussed. Through this analysis, the key antecedents of cyber-smearing are identified as well. Finally, future research considerations are offered to conclude.


Keywords: Unfairness; Consumer grudge; Retaliation; Cyber-smearing; Business disruption.

Research Category

Business

Author Information

Haylee HermannFollow

Primary Author's Major

Marketing

Mentor #1 Information

Dr. Haithem

Zourrig

Presentation Format

Oral

Start Date

April 2019

Research Area

Other Business

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Apr 9th, 1:00 PM

Understanding consumer cyber-smearing: a conceptual framework

This article proposes a conceptual framework of cyber-smearing, referred here as consumer intentional effort waged to damage the reputation of a business using the Internet as a medium. Drawing upon equity theory (Adams, 1963) and the retributive theory of punishment (Wasserstrom, 1978), we build a conceptual model explaining how betrayed customers may turn into cyber-smearer.A number of cases involving cyber-smearing are discussed. Through this analysis, the key antecedents of cyber-smearing are identified as well. Finally, future research considerations are offered to conclude.


Keywords: Unfairness; Consumer grudge; Retaliation; Cyber-smearing; Business disruption.