Viestinnän strateginen monitulkintaisuus : vaihtoehtoinen ratkaisu sidosryhmien odotustenhallintaan?
Artikkelissa kerrotaan, mistä strategisessa monitulkintaisuudessa (Strategic ambiguity) on kyse, ja avataan, kuinka viestinnän ammattilaiset voivat hyödyntää sitä sidosryhmien odotustenhallinnassa. Strategista monitulkintaisuutta on havaittu esimerkiksi organisaatioiden tavoitteissa ja suunnitelmissa, joissa sen on huomattu mahdollistavan eriävien näkemysten ja erilaisten ryhmien toimimisen sulassa sovussa. Monitulkintaisuutta on yleisesti pidetty negatiivisena viestinnän elementtinä, ja sen tarkastelu laajemmassa viestinnän kontekstissa on ollut vähäistä tai se on määritelty suppeasti epäselvyydeksi tai läpinäkyvyyden puutteeksi. Artikkelissa esitellään, miksi organisaatioiden tulisi kiinn…
Consumer Emotions and E-commerce: A Literature Review
The purpose of this paper is to take a look at the current state of the research related to consumer emotions in the context of electronic commerce (e-commerce). As the popularity of online shopping is constantly growing, the author performed an integrative literature review of 66 journal articles on e-emotions (consumer emotions visible in an online environment) and classified the articles into four groups. According to the analysis of the groups, consumer emotions are present at various points of the e-commerce relationship from pre-purchase intentions to postconsumption behavior. Based on this literature review, directions for future research in e-emotions are also introduced. peerReview…
Future Trends in Social Media and Public Relations
Public relations (PR) focuses on storytelling by creating newsworthy content that will be communicated to target audiences. However, because social media has empowered individual consumers to an unprecedented level, we are no longer passive consumers of stories and some consumers have even reached influencer status where their opinions carry great authority. In the future, PR stories will shape global culture, but the Covid-19 pandemic has also alerted us to the damage caused by deliberate misinformation (e.g. the anti-vaccination movement). The digital environment — especially where PR now operates — is changing rapidly; artificial intelligence and machine learning are assisting corporatio…
Ten facts about content marketing
Content marketing is facing what most trendy topics face: it is more publicly discussed than it is truly understood. Thus far content production has relied on case-specific, individual reports, and the final outcomes of content have provided surprises, both positive or negative. In hindsight it is easy to explain content success and failure, but academic studies on the logic of content creation and content life cycle have been missing. The ambitious goal of this research, Opening the Black Box of Content Marketing, funded by Business Finland, has been to systematically open up the logic of content marketing. In our project, we asked what constitutes content related expectations, how are con…
Negative Engagement
Negative engagement has steeply increased on the scholarly agenda along with the introduction of real time and social media, though negative experiences and emotions are as such not new phenomena. This chapter takes a future perspective and focuses on negative stakeholder engagement online in the context of organizations and brands, which increasingly face visible forms of negative stakeholder emotions or even fierce "shit storms". It begins by defining what negative stakeholder engagement refers to in the context of organizations and brands. The chapter introduces the development of negative engagement via related concepts. After introducing the concepts, the process and the outcomes of ne…
Negatiiviset asiakaskokemukset ja diplomatia
Tässä artikkelissa kerrotaan, kuinka negatiivisten sidosryhmien edustajat verkossa eritellään toisistaan ja milloin organisaation tulisi osallistua negatiivisiin asiakaskokemuksiin liittyviin keskusteluihin digitaalisissa ympäristöissä. Lisäksi tarkastellaan miten niin sanottu kuuntelemisen arkkitehtuuri hyödyttää organisaatioita negatiivisen viestinnän yhteydessä. Kappaleen lopussa annetaan myös viisi diplomatiaan pohjautuvaa neuvoa negatiivisen viestinnän kohtaamiseen. peerReviewed
Towards a typology of negative engagement behavior in social media
Extant literature on consumer engagement has focused on positive manifestations of the construct, rather than on its negative dimension. Yet, many brand interactions are negative in nature. The purpose of this conceptual study is to develop a typology of negative engagement behavior in social media by using the multi-grounded theory (MGT) approach on a sample of 12,429 tweets extracted from Twitter. The analysis shows that negative engagement behavior with a brand or service provider as the object focus or target can be categorized according to (a) the manifestation of the negative engagement and (b) the emotional intensity of the negative engagement. Four categories of negative engagement …
Brand Hijacked : Why Campaigns and Hashtags are Taken over by Audiences
Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping
The tremendous increase in online shopping has created a growing demand to understand online shopping behavior. This study contributes to this understanding by identifying ideal types among online shoppers. An ideal type is an analytical construct used to ascertain similarities and deviations to concrete cases in an individual phenomenon. Theoretically, the study draws from different perspectives to create a multifaceted view of online shoppers. The purpose is not to categorize online shoppers under a specific category but rather to help understand different typically occurring online shopping behaviors. Through thematic analysis of the data from 31 participants, this study presents five id…
Finland PR Country Landscape 2014
Ideal types of online shoppers : a qualitative analysis of online shopping behavior
Due to the growing popularity of online shopping, there is a growing demand for understanding the motives and behaviour of online shoppers. This study aims to increase this understanding by examining online shopping behaviour from the perspective of UTAUT2 theory integrated with self-efficacy and risk avoidance components. The thematically analysed data from 31 participants highlights the unique aspects of online shoppers by grouping them into ideal types, presenting the data as extensively as possible. An ideal type is an analytical construct used to ascertain similarities and deviations to concrete cases in an individual phenomenon. This study discovered five ideal types of online shopper…
Stakeholder anger - negative engagement towards organizations online : a literature review
Sidosryhmien vihaa ja sitoutumista organisaatiota kohtaan on tähän mennessä tutkittu melko vähän erityisesti online-ympäristöissä tapahtuvan viestinnän näkökulmasta. Lisäksi niin kutsutulle negatiiviselle sitoutumiselle ei ole aiemmin annettu tarkkaa määritelmää. On myös mahdollista, että kaikissa organisaatioissa ei ole totuttu käsittelemään vihaisia sidosryhmiä. Edellä mainittuihin lähtökohtiin nojaten tämän teoreettisen tutkimuksen tarkoituksena oli havainnollistaa negatiivista sitoutumista ja samalla osoittaa, mistä syistä johtuen sidosryhmät kääntyvät organisaatiota vastaan muuttuen samalla hateholdereiksi. Tutkimus toteutettiin integroituna kirjallisuuskatsauksena ja siinä pyrittiin y…
Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders
Social and real-time media allow customers and other stakeholders to easily voice their opinions online when brands or organisations fail to meet their expectations. Such outbursts, which are often addressed through corporate public relations and crisis communication, are labelled negative stakeholder engagement. This study focuses on negative stakeholder engagement behaviour on the social media platform Twitter. Data collected from discussions on two telecommunication companies’ Twitter accounts, one in Finland and the other in Australia, are used to illustrate the different forms of negative engagement behaviours. peerReviewed
What Drives Negative Electronic Word-of-Mouth Online?
The online environment has highlighted the role of negative experiences and emotions by enabling fast and widespread publicity. Recent research has introduced both word-of-mouth and engagement as central concepts relating to negative communication online. In the field of public relations, the previous literature has mostly addressed negative engagement through individual topics such as reputation and crisis communication, but there has been little attention to the different forms it takes. By utilizing recent literature on word-of-mouth (WOM), negative word-of-mouth (nWOM), and electronic word-of-mouth (eWOM) communication, we propose negative electronic word-of-mouth (neWOM) as a rising ph…