Table V.

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

No.NameGenderNationalityAge groupEmploymentFacebook groupNumber of words (transcript)Interview duration (min)
1Moderator 1FUS36–45At the hotelI Hate Walmart With A Passion4,32236
2Moderator 2MUK26–35EngineerWe hate BT broadband speed/Openreach5,19841
3Moderator 3FUK56–65ManagerNestlé Boycott1,66913
4Moderator 4MUS26–35Financial advisorBoycott Disney's Star Wars4,77135
5Moderator 5FUK56–65LecturerNestlé Boycott4,35228
6Moderator 6MUK56–65RetiredBT broadband sucks5,82839
7Moderator 7MUK26–35Vehicle repairI Hate Apple3,80527
8Moderator 8MKuwait26–35ManagerI hate Google (page)3,27223
9Moderator 9MUK36–45EngineerBoycott Amazon the tax avoiding pricks196317
10Moderator10MUK26–35InsuranceApple Sucks (page)5,05135
11Member 1FUS46–55Bus driverI Hate Walmart With A Passion3,58730
12Member 2FUS36–45Social workerI Hate Walmart With A Passion5,28142
13Member 3MUK26–35Fun expertI Hate Apple4,61537
14Member 4FCanada66–75RetiredI Hate Walmart With A Passion4,69253
15Member 5MUS36–45EngineerI Hate Apple5,15836
16Member 6MUK66–75RetiredNestlé Boycott2,84824
17Member 7MDenmark36–45EngineerI Hate Apple4,71239
18Member 8MUK26–35Self-employedBT broadband sucks!2,77422
19Member 9MUK26–35Recycling officerNestlé Boycott2,89224
20Member 10MUS46–55DisabledNestlé Boycott5,90458
21Member 11FUK56–65Library assistantNestlé Boycott5,70048
22Member 12MUS46–55IT techI Hate Apple960by text
23Member 13MUS18–25At grocery storeNestlé Boycott2,47223
24Member 14MSingapore26–35Software consultantI Hate Apple3,87130
25Member 15FUK36–45Stay-at-home motherNestlé Boycott1,049by text

Source: Authors' own work

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