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 i need to provide the important aspect of this part of article in details 4.3. The exes

Finally, there were some consumers whose anger and contempt made it evident that they were actively severing their ties with the organization. These consumers were deeper into the termination phase. Often, the consumer was highly contemptuous of the organization in these quotations, yet left no indication of how the company should correct the issue or move forward with the consumer. These quotes seemed to serve the purpose of embarrassing or harming the organization. The only strategy moving forward with these comments was likely to be mitigating adverse effects on current or prospective consumers viewing the comments. This category of consumers, called the exes, included the themes of passive-aggressive, whistle-blower, and trolls. 4.3.1. The passive-aggressive Passive-aggressive comments occurred more frequently than any other theme in the dataset with 49 occurrences. Passive-aggressive complainers are those consumers who leave angry, negative, and often cryptic quotes on company social media sites. It is clear that the consumer perceives some serious failure on the part of the organization, yet the consumer does not clearly express the root or cause of the anger in the post; when the failure is alluded to, it is often in a sarcastic manner: "It boggles my mind how your company's employees can blatantly lie to customers and not be held accountable." (AT&T) "Thanks for adding MQD details to my online account . . . reminds me how much Delta sucks for this change." (Delta) "Coke is a Joke on the world-—creating Insulin Resistance One Drinker at a time." (Coca-Cola) "Just an FYI I will never do business with your institute and will discourage anyone else from doing business." (Ally) "Counting down the days until my contract is up with DirectTV." (DirectTV) 4.3.2. The whistle-blower This consumer perceives some practice of the organization to be unsafe, unfair, or unethical and posts on the organizations' social media with the intention of 'warning' other consumers against the perceived danger or the product/service or the unethical treatment the complainer perceives others will receive. In all cases, there was not any evidence presented with these quotations. Whistle-blower quotes occurred 36 times. Here are some examples: "Your artificial sweeteners in your diet products are NOT safe." (Coca-Cola) "BEWARE AT&T CUSTOMERS. THE CANCELLATION PROCESS TAKES 3 MONTHS TO COMPLETE. UNACCEPTABLE!" (AT&T) "EVERYONE STOP GOING TO TARGET THEY WILL STEAL YOUR CREDIT CARD INFO!" (Target)

4.3.3. The troll This consumer category represents everything that marketers fear when they delve into social media. The troll is an individual that constantly fills social media pages with messages of dissatisfaction and contempt for a company, its consumers, and its products/services. These individuals may have experienced service failures that were never handled properly and take out their frustration on a regular basis on social media, or they may just provide unprovoked attacks on a company's social media for their own purposes of gaining attention or making life hard for the company and other consumers on social media. This consumer type may voice their dissatisfaction with the organization loudly and regularly, attempt to get other consumers to voice their own dissatisfaction by redirecting them to anti-brand sites, or they may even taunt and harass other consumers posting on a company's social media. There were only nine instances of trolling in our dataset. However, some of these comments suggested that the companies had taken down previous posts by the commenters, which might have explained the small number of examples the authors were able to capture. "Dear BMW, You keep taking my post off of your site. I think people should be aware of this situation. You never contacted me afterI wrote to you. That's OK, you just keep taking it off. I'll post it on all other luxury car sites, they won't take it off!" (BMW) "In 44 years I have never seen such terrible insurance coverage. I'll be back every day . . . as well as spread the word on Facebook, Twitter, my radio show, and in everyday conversation . . . " (Humana)