Amidst the rise of toxic behavior in online fan communities, this study examines the construction of cross-platform hatedom through social media and the strategies influencers use to navigate hostile digital environments. Using a mixed methods approach, this study analyzes 16,215 comments directed at six influencers using advanced natural language processing techniques and pre-trained AI models. In addition, structured qualitative interviews provided insights into the influencers’ perceptions of their interactions with fans and haters and shed light on their strategies for dealing with hatedom. The results show that hatedoms, characterized by strong affective dislike, vary significantly in their levels of toxicity and emotional polarization on different platforms, including YouTube, X, Facebook, Instagram, TikTok and Twitch. Influencers employ various coping mechanisms, such as ignoring negative interactions, blocking malicious users, and using sarcasm as a defense mechanism. They also emphasize the importance of mental health and often limit their personal engagement to protect their wellbeing. This study highlights the need for a comprehensive, multi-faceted approach to understanding hatedom that combines insights into the polarization of the digital community with the implementation of advanced technological moderation. By prioritizing the mental health and resilience of influencers, it is possible to foster a healthier digital environment amidst the ever-evolving dynamics of fan behavior on social media.Amidst the rise of toxic behavior in online fan communities, this study examines the construction of cross-platform hatedom through social media and the strategies influencers use to navigate hostile digital environments. Using a mixed methods approach, this study analyzes 16,215 comments directed at six influencers using advanced natural language processing techniques and pre-trained AI models. In addition, structured qualitative interviews provided insights into the influencers’ perceptions of their interactions with fans and haters and shed light on their strategies for dealing with hatedom. The results show that hatedoms, characterized by strong affective dislike, vary significantly in their levels of toxicity and emotional polarization on different platforms, including YouTube, X, Facebook, Instagram, TikTok and Twitch. Influencers employ various coping mechanisms, such as ignoring negative interactions, blocking malicious users, and using sarcasm as a defense mechanism. They also emphasize the importance of mental health and often limit their personal engagement to protect their wellbeing. This study highlights the need for a comprehensive, multi-faceted approach to understanding hatedom that combines insights into the polarization of the digital community with the implementation of advanced technological moderation. By prioritizing the mental health and resilience of influencers, it is possible to foster a healthier digital environment amidst the ever-evolving dynamics of fan behavior on social media.Perante o aumento de comportamentos tóxicos nas comunidades de fãs online, este estudo examina a construção do hatedom em múltiplas plataformas de redes sociais e as estratégias que os influencers utilizam para navegar em ambientes digitais hostis. Utilizando uma abordagem de métodos mistos, a pesquisa analisa 16.215 comentários dirigidos a seis influencers, utilizando técnicas avançadas de processamento de linguagem natural e modelos de inteligência artificial pré-treinados. Paralelamente, foram utilizadas entrevistas qualitativas estruturadas para obter informações sobre as percepções destes influenciadores em relação às suas interações com seguidores e detractores, apresentando as estratégias utilizadas para gerenciar o ódio recebido. Os resultados revelam que o hatedom, caracterizado por uma forte aversão afectiva, apresenta variações significativas nos seus níveis de toxicidade e polarização emocional em diferentes plataformas, inlcuindo YouTube, X, Facebook, Instagram, TikTok e Twitch. Os influencers adoptam uma variedade de estratégias de resistência, incluindo ignorar interações negativas, bloquear utilizadores maliciosos e usar o sarcasmo como mecanismo de defesa. Salientam também a importância de proteger a sua saúde mental, limitando a sua exposição digital para salvaguardar o seu bem-estar. Este estudo realça a necessidade de uma abordagem holística e multifacetada para compreender o fenômeno do hatedom, combinando a análise da polarização das comunidades digitais com a implementação de ferramentas tecnológicas avançadas de moderação. Ao dar prioridade à saúde mental e à resiliência dos influencers, é possível promover um ambiente digital mais saudável em uma constante evolução do comportamento dos fãs nas redes sociais.