It is revealed through a between-subjects experiment that “blogger error” produces blameworthiness cognitions as well as specific affective states that together facilitate intentions in offended blog readers to engage in revenge-seeking behaviors directed at the offending blogger. Blogger error represents a negative occurrence to offended blog readers who, depending on the blame they assign and feelings of anger and dissatisfaction they experience, may seek to inflict harm on the offending blogger in the forms of negative word-of-mouth communication and online public complaining behaviors. Word-of-mouth marketing, a growing managerial practice that involves material relationships between consumers and organizations which must be disclosed to audience members, can be harmful to bloggers who, whether intentionally or not, publish erroneous content on their blogs
