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Research objectives In an era where social media is an integral part of individuals’ daily lives, brands are questioning how to manage their employees’ online presence. Employees increasingly use social media in ways that, intentionally or accidentally, can harm the company’s image. This research explores the factors influencing consumers’ attitudes toward a brand following the dissemination of deviant employee behavior on social media. Methodology An empirical study based on 21 semi-structured interviews was conducted. Participants reacted to six crisis scenarios. Results Four key factors emerge: (1) Attribution of behavior to the brand: Consumers seek to understand the brand’s role in the deviant behavior; (2) Consumer sensitivity: Respondents’ values influence their perception of employees’ deviant behavior; (3) Company response: Inadequate crisis communication worsens negative perceptions; (4) Breach of brand promise: Employees’ deviant behavior has a stronger impact on consumer attitudes when it challenges the brand promise. Managerial implications The findings offer practical recommendations, both preventive and corrective, to mitigate the negative impact of such behaviors on brand image. Originality This study contributes to the literature on brand crises by examining an emerging phenomenon: deviant employee behaviors disseminated on social media.