The report was based on data conducted in July 2017 among 1,003 adults in the United States.
Younger consumers are significantly more likely to call out/complain about brands on social media than older consumers, the analysis found.
Some 56% of Millennial respondents say they have called out a brand on social media, compared with 44% of non-Millennial respondents.
Among respondents who say they would call out a brand on social media, 60% would do so because of dishonesty, 59% because of bad customer service, and 57% because of in-person rudeness.
Respondents say they call out brands on social media to raise awareness with other consumers (70% do so) and to get an apology or resolution (55%).
About the research: The report was based on data conducted in July 2017 among 1,003 adults in the United States.
This article first appeared in www.marketingprofs.com
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