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%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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