Let’s take a real guy who’s a real ‘bad boy.’ He’s muscular, wears ‘bad boy fashion,’ drives a sports car and a motorcycle, is arrogant, sarcastic, and an asshole to his friends, family, and kids, and very clearly doesn’t love or even like his friends or girlfriend. Is it true he’s more likable than a ‘nice guy’?
Do you mean a ‘nice guy’ (internet phenomenon) or an actually nice guy? Because people like nice guys more than bad guys. People like nice people more than bad people. The thing with bad guys might be that they are shitty enough to play at being superficially charming and understanding so vulnerable and/or naive people might end up flocking to them. That’s also how cults work. Cult leaders are ‘popular’ but not because they are actually good or nice people.