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With social media, companies and individuals are in an increasingly public view. Because of this more public view, company and individual crises are also more public. Because of the sociotechnical importance of human behavior on social media, this study aims to explore the various factors and their interactions that have an impact on an individual’s participation in cancel culture. The impact of being cancelled can have detrimental consequences for the cancellee, which includes individuals and/or organizations. Additionally, the diffusion of cancel culture and individuals’ motivations are not well studied. Therefore, this study, through the process of literature review and semi-structured interviews, aims to examine what factors impact cancel culture and how they may interact.