Brand hate semiotics: hate as a story theory. Netnographic approach during the war on Gaza

Purpose This study aims to investigate brand hate semiotics among Muslim and Arabic-speaking consumers during the 2023 war on Gaza, exploring traits associated with hated and boycotted brands within a sociopolitical context. Design/methodology/approach The research uses semiotic analysis and a netnographic approach to examine 3,000 public consumer-generated content linked to the hashtag #قاطع (boycott in Arabic) from Instagram and Facebook. Findings Brands such as McDonald’s, KFC, Coca-Cola and Starbucks, which were subjected to hate and boycotts, are linked to negative associations and narratives, including The Stranger, The Faceless Foe, The Enemy of God and The Criminal. User-generated content significantly influences brand boycotts among Muslim and Arabic-speaking consumers. Research limitations/implications Future research should explore additional sociopolitical contexts and demographics to generalize the findings further. Practical implications Understanding the semiotic drivers of brand hate can help marketers develop effective crisis management and brand recovery strategies tailored to specific cultural contexts. Social implications The findings highlight the impact of sociopolitical events on consumer behavior, emphasizing the need for brands to be aware of their cultural and ethical stances in global markets. Originality/value This research contributes to brand hate theory by using the “hate as a story” lens, offering a unique theoretical perspective. It systematically explores the semiotic aspects of brand hate and pioneers’ semiotic analysis and netnography in this field. The study also addresses the underrepresentation of Muslim and Arabic-speaking consumers in brand hate literature.