Djokovic is a great guy. The thing for him is that Federer and Nadal combo outright dominated everything, everywhere for six season pretty much. That is a long time in tennis, and would have had a huge amount of fans emotionally invested in them, because they were the face of tennis for so long.
Djokovic has had to fight hard just to break through the Fedal era, and show that he also is a natural born champion just like those two are, but it takes time to change things around. Fans have been captivated and enthralled by the personalities, the matches, the style of Roger and Rafa, and they were the only story for so so long.
Novak took the first step back in 2011, but he is going to have to show the world that he is a champion with a heart, with passion and continue to do the best he can. That is all he can do, and let the chips fall where they will.
Society is breeding a new kind of troll...But this is where the trolling stops...and I start.