Online consumption-related activities can now reach and potentially influence large numbers of people. This is of particular concern to companies when the content is negative in nature, such as online complaining. Research has shown that exchanging such content influences consumers’ purchase decisions (Chevalier & Mayzlin, 2006; Davis & Khazanchi, 2008; Ladhari & Michaud, 2015). The advance of social media means that it takes less effort for consumers to complain and there is a higher degree of permanency to these complaints. Research has shown that companies need to listen to complaining consumers as those that do can actually benefit from them and improve their marketing strategies (Bodey & Grace, 2006; Hart, Heskett, & Sasser Jr, 1990; Tax, Brown, & Chandrashekaran, 1998). By considering more closely the content of the complaining posts, this paper explores the richness and variety of online consumer complaining behaviour (CCB) on Facebook. More specifically, the main objectives of this study are (1) to identify the approaches consumers employ when they complain on Facebook and (2) to determine which Facebook pages (i.e. profiles, company created or user-created pages) they use when they complain. It is anticipated that by exploring how consumers complain online on Facebook, this paper will help companies to understand their customers better and respond to online CCB appropriately
