Table V. Qualitative phase: respondents'...

Table V.

Qualitative phase: respondents' demographics (10 moderators and 15 members of social media hosted anti-brand communities)

No.	Name	Gender	Nationality	Age group	Employment	Facebook group	Number of words (transcript)	Interview duration (min)
1	Moderator 1	F	US	36–45	At the hotel	I Hate Walmart With A Passion	4,322	36
2	Moderator 2	M	UK	26–35	Engineer	We hate BT broadband speed/Openreach	5,198	41
3	Moderator 3	F	UK	56–65	Manager	Nestlé Boycott	1,669	13
4	Moderator 4	M	US	26–35	Financial advisor	Boycott Disney's Star Wars	4,771	35
5	Moderator 5	F	UK	56–65	Lecturer	Nestlé Boycott	4,352	28
6	Moderator 6	M	UK	56–65	Retired	BT broadband sucks	5,828	39
7	Moderator 7	M	UK	26–35	Vehicle repair	I Hate Apple	3,805	27
8	Moderator 8	M	Kuwait	26–35	Manager	I hate Google (page)	3,272	23
9	Moderator 9	M	UK	36–45	Engineer	Boycott Amazon the tax avoiding pricks	1963	17
10	Moderator10	M	UK	26–35	Insurance	Apple Sucks (page)	5,051	35
11	Member 1	F	US	46–55	Bus driver	I Hate Walmart With A Passion	3,587	30
12	Member 2	F	US	36–45	Social worker	I Hate Walmart With A Passion	5,281	42
13	Member 3	M	UK	26–35	Fun expert	I Hate Apple	4,615	37
14	Member 4	F	Canada	66–75	Retired	I Hate Walmart With A Passion	4,692	53
15	Member 5	M	US	36–45	Engineer	I Hate Apple	5,158	36
16	Member 6	M	UK	66–75	Retired	Nestlé Boycott	2,848	24
17	Member 7	M	Denmark	36–45	Engineer	I Hate Apple	4,712	39
18	Member 8	M	UK	26–35	Self-employed	BT broadband sucks!	2,774	22
19	Member 9	M	UK	26–35	Recycling officer	Nestlé Boycott	2,892	24
20	Member 10	M	US	46–55	Disabled	Nestlé Boycott	5,904	58
21	Member 11	F	UK	56–65	Library assistant	Nestlé Boycott	5,700	48
22	Member 12	M	US	46–55	IT tech	I Hate Apple	960	by text
23	Member 13	M	US	18–25	At grocery store	Nestlé Boycott	2,472	23
24	Member 14	M	Singapore	26–35	Software consultant	I Hate Apple	3,871	30
25	Member 15	F	UK	36–45	Stay-at-home mother	Nestlé Boycott	1,049	by text

No.	Name	Gender	Nationality	Age group	Employment	Facebook group	Number of words (transcript)	Interview duration (min)
1	Moderator 1	F	US	36–45	At the hotel	I Hate Walmart With A Passion	4,322	36
2	Moderator 2	M	UK	26–35	Engineer	We hate BT broadband speed/Openreach	5,198	41
3	Moderator 3	F	UK	56–65	Manager	Nestlé Boycott	1,669	13
4	Moderator 4	M	US	26–35	Financial advisor	Boycott Disney's Star Wars	4,771	35
5	Moderator 5	F	UK	56–65	Lecturer	Nestlé Boycott	4,352	28
6	Moderator 6	M	UK	56–65	Retired	BT broadband sucks	5,828	39
7	Moderator 7	M	UK	26–35	Vehicle repair	I Hate Apple	3,805	27
8	Moderator 8	M	Kuwait	26–35	Manager	I hate Google (page)	3,272	23
9	Moderator 9	M	UK	36–45	Engineer	Boycott Amazon the tax avoiding pricks	1963	17
10	Moderator10	M	UK	26–35	Insurance	Apple Sucks (page)	5,051	35
11	Member 1	F	US	46–55	Bus driver	I Hate Walmart With A Passion	3,587	30
12	Member 2	F	US	36–45	Social worker	I Hate Walmart With A Passion	5,281	42
13	Member 3	M	UK	26–35	Fun expert	I Hate Apple	4,615	37
14	Member 4	F	Canada	66–75	Retired	I Hate Walmart With A Passion	4,692	53
15	Member 5	M	US	36–45	Engineer	I Hate Apple	5,158	36
16	Member 6	M	UK	66–75	Retired	Nestlé Boycott	2,848	24
17	Member 7	M	Denmark	36–45	Engineer	I Hate Apple	4,712	39
18	Member 8	M	UK	26–35	Self-employed	BT broadband sucks!	2,774	22
19	Member 9	M	UK	26–35	Recycling officer	Nestlé Boycott	2,892	24
20	Member 10	M	US	46–55	Disabled	Nestlé Boycott	5,904	58
21	Member 11	F	UK	56–65	Library assistant	Nestlé Boycott	5,700	48
22	Member 12	M	US	46–55	IT tech	I Hate Apple	960	by text
23	Member 13	M	US	18–25	At grocery store	Nestlé Boycott	2,472	23
24	Member 14	M	Singapore	26–35	Software consultant	I Hate Apple	3,871	30
25	Member 15	F	UK	36–45	Stay-at-home mother	Nestlé Boycott	1,049	by text

Source: Authors' own work

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