We explore the effects of individual-and network-level negative word-of-mouth on a firm's profits using an agent-based model, specifically an extended small-world analysis. We include both permanent strong ties within the social network, and changing, often random, weak ties with other networks. The effect of negative word-of-mouth on the Net Present Value (NPV) of the firm was found to be substantial, even when the initial number of dissatisfied customers is relatively small. We show that the

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... ell-known phenomenon of the strength of weak ties has contradictory effects when taking into account negative word-of-mouth: Weak ties help to spread harmful information through networks and can become a negative force for the product's spread.