•The present study Mapping online hate.•Symbolic avoidance is a significant predictor of App hate.•Relationship quality Avoidance is a significant predictor of App hate.•Moral Avoidance is a significant predictor of App hate.•App hate is negatively related with negative word of mouth and App switching Behavior. According to Lee’s emergent brand avoidance theoretical framework and self-congruity theory, this research conceptualizes and examines the application (App) hate framework. Data are collected from Chinese smartphone users who provided the possible reasons for hating a specific App. This study first validates Lee’s brand avoidance framework in relation to App hate. The empirical investigation certifies that four key determinants, namely, symbolic, relationship quality, moral, and deficit-value avoidance, are responsible for App hate among online users. Moreover, findings show that App hate is positively and significantly related to negative word of mouth and switching App behavior. This study also discusses the theoretical and managerial implications of Apps.