Search results for "negative engagement"
showing 5 items of 5 documents
Negative Engagement
2018
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…
Towards a typology of negative engagement behavior in social media
2022
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 …
Stakeholder anger - negative engagement towards organizations online : a literature review
2014
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…
What Drives Negative Electronic Word-of-Mouth Online?
2018
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…