Investigating the impact of customers' internet hostility on smart businesses

The main purpose of this research was to investigate the impact of customer hostility on business. Due to the exploratory nature of the research topic, it was not possible to provide an initial answer or a hypothesis plan suitable to the main question above, and the final answer was obtained by using the theme analysis method. To collect data and extract experts' opinions, interviews A semi-structured interview was conducted with 15 managers and professionals with experience in business who were selected by a purposeful method and as a snowball chain reference. Then, with a round-trip process based on theme analysis of key concepts related to the impact of hostility. Finally, 186 key concepts, 43 selective codes, and 22 sub-themes were identified and in the form of 8 main themes including: 1-increase in unbalanced behavior of customers 2-increase in the number of complaining customers 3-increase in business costs 4-increase in negative advertisements by customers 5- Decrease in brand popularity and position 6- Decrease in sales 7- Decrease in business profit 8- Decrease in market share