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1 1 Monnot and Reniou (2013) believe that contestation is a medial element in a continuum, where the starting point would be a feeling of skepticism, conducting an expression of resistance as an end point.

2 2 SRR: Socially responsible resistance.

3 3 Available at: https://www.jeuneafrique.com/737259/economie/danone-des-resultats-annuels-enberne-au-maroc-en-raison-du-boycott-de-2018/.

4 4 The Buzz Indicator (BI) refers to the degree of involvement of the community members with a given topic, suggested by the breadth of participation around it (likes, comments and shares). In order to be selected, the BI must be higher than the average of the BIs for a “t” period (from the 1st to the 30th of each month).

5 5 Individuals who are part of a social group consciously and deliberately opposed to a dominant culture through individual or collective actions of varyling levels of visibility.

6 6 Available at: www.recup.net, “Providing a space for getting rid”.