Abstract:

This research aims to explain the effect of avoidance factors on brand hate and its consequences on the consumer’s behavior on social media. Based on a quantitative study, 202 Facebook users answered a questionnaire about Internet service providers in Tunisia. Authors preferred to collect the data online, including by contacting respondents on social media to relate to the study context. The analysis of the collected data showed that mainly the experiential, identity and moral avoidance effect on brand hate is largely moderated by the degree of interest given to the negative opinions shared by the other consumers in the social media concerning this brand. On the other hand, consumers who have hated one brand are in favor of revenge and do not hesitate to share a negative word-of-mouth on social media.