The decline in brand consumption among young adults is a growing concern, largely driven by negative electronic word-of-mouth (NeWOM). Consumers have been significantly reducing their usage of specific brands and their purchasing habits due to the influence of NeWOM. This study seeks to explore how negative emotions towards brands, particularly brand hatred, affect brand avoidance and switching behaviours, with a focus on protest actions in response to negative experiences. Conducted in Malaysia, the research utilised a non-probability sampling method, specifically convenience sampling, with a sample size of 100 participants. The study focused on brands that had been boycotted, with the data collected through a questionnaire comprising four sections and using a 5-point Likert scale. The findings of this research demonstrate that brand hatred expressed on social media plays a significant role in fostering NeWOM, which in turn leads consumers to switch to alternative brands. The study utilised Pearson’s correlation analysis to examine the relationship between social media usage and its impact on NeWOM related to boycotted brands among young adults in Malaysia. The results revealed moderate effects, suggesting that the use of social media platforms has a noticeable influence on the spread of NeWOM. This is often due to negative perceptions being associated with poor brand performance. To further deepen the understanding of this phenomenon, it is essential to continue examining the dynamics between social media, consumer attitudes, and brand perceptions, especially in the context of brand switching behaviour.