The aim of this study is to identify the factors of dissatisfaction related to companies or brands in social

networks and their consequences. To this end, 40 interviews were conducted and classified according to the

critical incident technique in the following categories, regarding factors of dissatisfaction: information

overload, false advertising, failure to communicate with the company / customer return, the inadequacy to

the customer profile and invasion of privacy. The consequences were classified into the following categories:

irritation and boredom, abandonment, loss of trust, intention to claim, intention of word of mouth, and

acceptance. Some propositions derived from these categories are presented. Finally, in concluding remarks,

theoretical and managerial implications, limitations and suggestions for future research are presented.