Consumers’ revenge on the Internet is a new and growing phenomenon. Through the analysis of 21 revenge cases and comments of Internet users, this research shows that the Internet provides a new means to get revenge that is more efficient and potentially more harmful to companies.
LE NAGARD, E. and DE CAMPOS RIBIERO, G. (2011). How and Why Do Consumers Get Revenge on the Internet? In: Proceedings of the 40th EMAC Conference. European Marketing Academy (EMAC).