“Don’t give in to hate, Luke. That leads to the dark side.”
You know that quote from the popular Disney-branded Star Wars franchise?
Obi-Wan was onto something. Just look at Disney. We found that more than a third of tweets about Disney were negative towards the brand, yet Disney share prices rose 125% last year, even with its theme parks closed.
When you give in to hate, your tweets provide free publicity for the dark side (whatever you consider the dark side to be). And the brands we hate the most are often the least vanilla. Better to divide opinion than to inspire no opinion at all!
RAVE Reviews used the research tool SentiStrength to assess over a million brand-related tweets for positive or negative content in the U.S. We calculated the hate rate (% of negative tweets) and ranked the brands by location and category to find the most hated brands in the U.S.
We defined “biggest brands/popular global brands” as those with the highest search volume on Google. We used our findings to find the brands that get the most hate in the U.S.
Image Credit: DepositPhotos.com.
Methodology
We compiled a list of some of the biggest global gaming, fast food, tech brands and ISPs within the UK and US. Using Twitter’s API, we pulled tweets mentioning these brands.
We then used language analysis tool SentiStrength to determine the sentiment of tweets (considering tweets with a negative component from -5 to -2 as negative). Aggregating the data by country and US states, we calculated the % of negative tweets and ranked the brands to reveal the most hated in each region. For all countries, we omitted brands without at least 10 unique users tweeting about them.
You can find a full list of sources online.
Image Credit: hapabapa / istockphoto.
62. Instagram
Negative-tweet percentage: 13.02%
Image Credit: Instagram.
61. Nescafe
Negative-tweet percentage: 16.05%
Image Credit: Nescafe.
60. eBay
Negative-tweet percentage: 18.33%
Image Credit: ebay.
59. Louis Vuitton
Negative-tweet percentage: 20%
Image Credit: Louis Vuitton.
58. Xiaomi
Negative-tweet percentage: 21.28%
Image Credit: Xiaomi.
57. Heineken
Negative-tweet percentage: 21.30%
Image Credit: Heineken.
56. Spotify
Negative-tweet percentage: 22.75%
Image Credit: Spotify.
55. LinkedIn
Negative-tweet percentage: 23.94%
Image Credit: LinkedIn.
54. Adidas
Negative-tweet percentage: 24.46%
Image Credit: Adidas.
53. Mercedes-Benz
Negative-tweet percentage: 25.45%
Image Credit: Mercedes-Benz.
52. Land Rover
Negative-tweet percentage: 26.32%
Image Credit: Land Rover.
51. Dell
Negative-tweet percentage: 26.34%
Image Credit: Dell Technologies.
50. Rolex
Negative-tweet percentage: 26.65%
Image Credit: Rolex.
49. Lancôme
Negative-tweet percentage: 26.85%
Image Credit: Lancôme.
48. L’Oréal
Negative-tweet percentage: 27.46%
Image Credit: L’Oréal.
47. Chevrolet
Negative-tweet percentage: 27.5%
Image Credit: Chevrolet.
46. Porsche
Negative-tweet percentage: 27.73%
Image Credit: Porsche.
45. Lexus
Negative-tweet percentage: 27.73%
Image Credit: Lexus.
44. PayPal
Negative-tweet percentage: 28.34%
Image Credit: PayPal.
43. Hyundai
Negative-tweet percentage: 28.54%
Image Credit: Hyundai.
42. Hennessy
Negative-tweet percentage: 29.45%
Image Credit: Hennessy.
41. Budweiser
Negative-tweet percentage: 29.57%
Image Credit: Budweiser.
40. Gucci
Negative-tweet percentage: 29.73%
Image Credit: Gucci.
39. Vodafone
Negative-tweet percentage: 29.79%
Image Credit: Vodafone.
38. Cartier
Negative-tweet percentage: 30.06%
Image Credit: Cartier.
37. Honda
Negative-tweet percentage: 30.31%
Image Credit: Honda.
36. Jack Daniel’s
Negative-tweet percentage: 30.34%
Image Credit: Jack Daniel’s.
35. Chanel
Negative-tweet percentage: 30.38%
Image Credit: Chanel.
34. Audi
Negative-tweet percentage: 30.62%
Image Credit: Audi.
33. YouTube
Negative-tweet percentage: 30.65%
Image Credit: YouTube.
32. NIKE
Negative-tweet percentage: 31.12%
Image Credit: Nike.
31. Samsung
Negative-tweet percentage: 31.23%
Image Credit: Samsung.
30. Pepsi
Negative-tweet percentage: 31.41%
Image Credit: Pepsi.
29. Volkswagen
Negative-tweet percentage: 32.3%
Image Credit: Volkswagen.
28. BMW
Negative-tweet percentage: 32.63%
Image Credit: BMW.
27. Ferrari
Negative-tweet percentage: 32.63%
Image Credit: Ferrari.
26. KFC
Negative-tweet percentage: 33.21%
Image Credit: KFC.
25. Starbucks
Negative-tweet percentage: 33.44%
Image Credit: Starbucks.
24. Amazon
Negative-tweet percentage: 33.55%
Image Credit: Amazon.com.
23. IKEA
Negative-tweet percentage: 33.72%
Image Credit: IKEA.
22. Gillette
Negative-tweet percentage: 33.84%
Image Credit: Gillette.
21. Facebook
Negative-tweet percentage: 33.9%
Image Credit: Facebook.
20. Ford
Negative-tweet percentage: 34.07%
Image Credit: Ford.
19. Coca-Cola
Negative-tweet percentage: 34.08%
Image Credit: Coca Cola.
18. Disney
Negative-tweet percentage: 34.32%
Image Credit: Disney.
17. Google
Negative-tweet percentage: 34.4%
Image Credit: Google.
16. Burger King
Negative-tweet percentage: 34.72%
Image Credit: .
15. Huawei
Negative-tweet percentage: 34.89%
Image Credit: Huawei.
14. Apple
Negative-tweet percentage: 34.91%
Image Credit: Apple.
13. Nissan
Negative-tweet percentage: 35.13%
Image Credit: Nissan.
12. Xbox
Negative-tweet percentage: 36.02%
Image Credit: XBox.
11. McDonald’s
Negative-tweet percentage: 36.3%
Image Credit: McDonald’s.
10. Tesla
Negative-tweet percentage: 36.43%
Image Credit: Tesla.
9. Toyota
Negative-tweet percentage: 36.75%
Image Credit: Toyota.
8. ESPN
Negative-tweet percentage: 36.84%
Image Credit: ESPN.
7. Nestle
Negative-tweet percentage: 37.07%
Image Credit: Nestle.
6. Red Bull
Negative-tweet percentage: 37.19%
Image Credit: Red Bull.
5. Netflix
Negative-tweet percentage: 39.87%
Image Credit: Netflix.
4. Microsoft
Negative-tweet percentage: 41.57%
Image Credit: Microsoft.
3. Sony
Negative-tweet percentage: 43.86%
Image Credit: Sony.
2. LEGO
Negative-tweet percentage: 46.43%
Image Credit: LEGO.
1. Uber
Negative-tweet percentage: 48.35%
Related:
This article
originally appeared on RaveReviews.org and was
syndicated by MediaFeed.org.
Image Credit: Uber.
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