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Nearly half (46%) of consumers in the United States say they have used social media to publicly call out brands for bad behavior or poor service, according to recent research from Sprout Social.

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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji