Despite the increasing interest in brand hate in academic literature, there remains anotable gap in understanding why social media users express brand hate throughnegative electronic word-of-mouth (eWOM). Drawing upon existing research on brandhate and eWOM, this study investigates the underlying factors that drive individuals toengage in negative eWOM about brands on social media platforms. While brand hatemay contribute to negative eWOM, its origins are multifaceted, stemming from variousfactors that influence consumers' perceptions and emotions.This study identifies and categorises a diverse range of brand hate factors through semi-structured interviews conducted with 11 social media managers and 5 social media users, who have previously shared a hateful comment towards a brand on social media. These factors are classified into four main categories: product—and servicerelated factors, consumer-brand-relationship factors, brand-related factors, and individual-related factors. By adopting a first and second-person perspective, this study offers valuable insights into consumers' intentions behind negative eWOM, thereby contributing to the limited literature on brand hate on social media. The findings not only shed light on the factors driving brand-hate but also have implications for brand management strategies on social media.