The Facebook has been popular all over the world since 2004, by concepts of Web2.0, users can generate their contents and share opinions easily. In order to promote products, the brand company found a brand community in social media. Though there are many consumers gathering around the community to discuss the products or services, it also brings consumers who become unsatisfied with the brand. People who show anger and disappointment in the community believe that the brand company had failed their hope, because the products or services might not be as good as the company had promised. And these consumer will create a lot of negative comments about the brands. What is the reason that consumer shows resent and leaving negative reviews. What is the definition of negative comments, both need to be clarified. In this paper, first of all, we use the text mining software NodeXL to collect the comments of the wall of Facebook in 2015 from 3 brand communities. Secondly we adopt content analysis to focus on some negative comments. Finally, we combine the data to discuss the reason and definition of anti-brand comments.
Conclusions of this paper are summarized as following:
1. According to the data collected, the reasons why consumers leave negative comments are product failures, injustice or lack of fairness and time losses. Such incidents deteriorate the relationships between consumers and brands, which will lead the consumers to create anti-brand comments.
2. According to the data collected, the definition of anti-brand comments mostly depends on the negative emotional words, on the other hand, the neutral nouns and adjective is associated with the category of brands, it can be inferred as significant word or vocabulary for text mining anti-brand comment, too.