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.