With respect to negative WOM, several studies (e.g. Balaji et al., 2016, Nikbin et al., 2015, Weitzl et al., 2018) have examined various factors that could either increase or decrease negative WOM in various settings. For example, Balaji et al. (2016) developed a model which proposed that negative WOM in the social media context was influenced by contextual (i.e. feeling of injustice, firm attribution, and firm image), individuals (i.e. face-concern, suppression emotion regulation and reappraisal emotion regulation) and social networking (i.e. social network use intensity and tie strength) factors. Their findings showed that except for suppression emotion regulation which had no significant influence on WOM, four factors (i.e. the feeling of injustice, face-concern, social network use intensity, and tie strength) significantly increased negative WOM while three factors (firm attribution, firm image, and reappraisal emotion regulation) significantly decreased negative WOM. In the context of online customer care, Weitzl et al. (2018) proposed a model suggesting that failure attribution (i.e. locus, controllability, and stability) has a direct influence on post-webcare negative WOM as well as an indirect influence through the mediating role of post-webcare satisfaction. The findings showed that two attribution dimensions (i.e. locus and stability) significantly increased negative WOM and decreased satisfaction while satisfaction significantly reduced negative WOM. Similarly, Nikbin et al. (2015) examined the direct influence of two attribution dimensions (i.e. controllability and stability) on negative WOM in the airline industry and found that both factors significantly increased negative WOM.