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In Study 1, 54 semi\u2010structured interviews were conducted with individuals who had recently complained about online stores on the X platform, and the data were analysed using content analysis. Study 2 employed structural equation modelling (\n                    <jats:italic>N<\/jats:italic>\n                    \u2009=\u2009520) and drew on consumers who had complained on the X social media platform. The results show personal, social and consumer\u2010to\u2010company\u2010oriented motivations for negative eWOM on X. The most recurrent negative emotions were anger and dissatisfaction. The results also revealed that gender influences consumer emotions and behaviours. To the best of the authors' knowledge, this study demonstrates for the first time that, from the perspective of emerging countries, a low level of negativity, that is, dissatisfaction, is a sufficient motivation trigger for consumer complaints and even to avoid new purchases from the company.\n                  <\/jats:p>","DOI":"10.1111\/ijcs.70200","type":"journal-article","created":{"date-parts":[[2026,3,30]],"date-time":"2026-03-30T01:55:17Z","timestamp":1774835717000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["\u201cDon't Fail With Me. I Will Complain\u201d! 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