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We draw from neutralization theory and the criminological theory of general deterrence to develop and empirically test a research model to explain why cyberbullying may occur and how the behavior may be discouraged. We created a research model of three second-order formative constructs to examine their predictive influence on intentions to cyberbully. We used PLS- SEM to analyze the responses of 174 Facebook users in two different cyberbullying scenarios. Our model suggests that neutralization techniques enable cyberbullying behavior and while sanction certainty is an important deterrent, sanction severity appears ineffective. 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