Participants' demographics
| Calibration sample (N = 205) – Facebook anti-brand groups | Validation samples (N = 205) – the authors' contacts | |
|---|---|---|
| Gender | ||
| Female | 119 (58%) | 129 (63%) |
| Male | 86 (42%) | 76 (37%) |
| Age | ||
| 18–24 | 45 (21%) | 31 (15%) |
| 25–34 | 73 (36%) | 100 (49%) |
| 35–44 | 36 (18%) | 31 (15%) |
| 45–54 | 23 (11%) | 30 (15%) |
| Over 55 | 28 (14%) | 13 (6%) |
| Education | ||
| High school | 18 (9%) | 29 (14%) |
| Technical training | 7 (3%) | 12 (6%) |
| Professional qualification | 27 (13%) | 22 (11%) |
| Undergraduate degree | 53 (26%) | 80 (39%) |
| Postgraduate degree | 83 (41%) | 57 (28%) |
| Other | 17 (8%) | 5 (2%) |
| Employment | ||
| Student | 46 (22%) | 38 (19%) |
| Self-employed | 17 (9%) | 21 (10%) |
| Working full-time | 84 (41%) | 117 (57%) |
| Working part-time | 20 (10%) | 5 (2%) |
| Out of work | 10 (5%) | 10 (5%) |
| Retired | 19 (9%) | 12 (6%) |
| Others | 5 (2%) | - |
| N/A | 4 (2%) | 1 (<1%) |
| Country of residence | ||
| Canada | 5 (2%) | 1 (<1%) |
| China | 32 (16%) | 157 (77%) |
| India | 10 (5%) | 1 (<1%) |
| UK | 56 (27%) | 3 (1%) |
| US | 32 (16%) | 1(<1%) |
| Others | 61 (30%) | 23 (11%) |
| N/A | 9 (4%) | 19 (9%) |
| Respondents selected brand | ||
| Nestlé | 25 (12%) | - |
| Apple | 16 (8%) | - |
| HM | 8 (4%) | 18 (9%) |
| Nike | 6 (3%) | 28 (14%) |
| Adidas | - | 4 (2%) |
| Zara | - | 3 (1%) |
| Others | 150 (73%) | 152 (74%) |
| Calibration sample ( | Validation samples ( | |
|---|---|---|
| Gender | ||
| Female | 119 (58%) | 129 (63%) |
| Male | 86 (42%) | 76 (37%) |
| Age | ||
| 18–24 | 45 (21%) | 31 (15%) |
| 25–34 | 73 (36%) | 100 (49%) |
| 35–44 | 36 (18%) | 31 (15%) |
| 45–54 | 23 (11%) | 30 (15%) |
| Over 55 | 28 (14%) | 13 (6%) |
| Education | ||
| High school | 18 (9%) | 29 (14%) |
| Technical training | 7 (3%) | 12 (6%) |
| Professional qualification | 27 (13%) | 22 (11%) |
| Undergraduate degree | 53 (26%) | 80 (39%) |
| Postgraduate degree | 83 (41%) | 57 (28%) |
| Other | 17 (8%) | 5 (2%) |
| Employment | ||
| Student | 46 (22%) | 38 (19%) |
| Self-employed | 17 (9%) | 21 (10%) |
| Working full-time | 84 (41%) | 117 (57%) |
| Working part-time | 20 (10%) | 5 (2%) |
| Out of work | 10 (5%) | 10 (5%) |
| Retired | 19 (9%) | 12 (6%) |
| Others | 5 (2%) | - |
| N/A | 4 (2%) | 1 (<1%) |
| Country of residence | ||
| Canada | 5 (2%) | 1 (<1%) |
| China | 32 (16%) | 157 (77%) |
| India | 10 (5%) | 1 (<1%) |
| UK | 56 (27%) | 3 (1%) |
| US | 32 (16%) | 1(<1%) |
| Others | 61 (30%) | 23 (11%) |
| N/A | 9 (4%) | 19 (9%) |
| Respondents selected brand | ||
| Nestlé | 25 (12%) | - |
| Apple | 16 (8%) | - |
| HM | 8 (4%) | 18 (9%) |
| Nike | 6 (3%) | 28 (14%) |
| Adidas | - | 4 (2%) |
| Zara | - | 3 (1%) |
| Others | 150 (73%) | 152 (74%) |
Source: Authors' own work
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