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<p>This study examines gender differences in consumer responses to brand hate on social media within the Moroccan context. Drawing on data collected from 250 consumers through a structured questionnaire and analyzed using structural equation modeling, the findings reveal a clear distinction between attitudinal and behavioral brand hate. Attitudinal brand hate—characterized by emotional detachment, disgust, and contempt—drives indirect responses such as brand avoidance, switching, and private complaining. In contrast, behavioral brand hate—associated with anger and hostility—leads to more direct and publicly expressed actions, including public complaining, retaliation, and revenge on social media platforms. The results further demonstrate that gender shapes how these emotional responses translate into behavior: women are more likely to channel brand hate into private, relational forms of complaining, whereas men tend to externalize these emotions through public and confrontational expressions. These findings highlight the underlying mechanism through which gender influences the transformation of negative emotions into distinct behavioral outcomes. By extending the Triangular Theory of Hate, this study provides a more nuanced understanding of how customer emotions, attitudes, and behaviors are linked in social media environments. It also offers managerial insights for designing gender-sensitive strategies to mitigate brand hate.</p>

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Gender Differences in Social Media Responses to Brand Hate: Evidence from the Moroccan Context

  • 期刊论文

  • 发表日期：

    2026年6月2日

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  • Mohamed Assoud,
  • Lahoucine Berbou

摘要

This study examines gender differences in consumer responses to brand hate on social media within the Moroccan context. Drawing on data collected from 250 consumers through a structured questionnaire and analyzed using structural equation modeling, the findings reveal a clear distinction between attitudinal and behavioral brand hate. Attitudinal brand hate—characterized by emotional detachment, disgust, and contempt—drives indirect responses such as brand avoidance, switching, and private complaining. In contrast, behavioral brand hate—associated with anger and hostility—leads to more direct and publicly expressed actions, including public complaining, retaliation, and revenge on social media platforms. The results further demonstrate that gender shapes how these emotional responses translate into behavior: women are more likely to channel brand hate into private, relational forms of complaining, whereas men tend to externalize these emotions through public and confrontational expressions. These findings highlight the underlying mechanism through which gender influences the transformation of negative emotions into distinct behavioral outcomes. By extending the Triangular Theory of Hate, this study provides a more nuanced understanding of how customer emotions, attitudes, and behaviors are linked in social media environments. It also offers managerial insights for designing gender-sensitive strategies to mitigate brand hate.