Negative Engagement
Lievonen, M., Luoma-aho, V., & Bowden, J. (2018). Negative Engagement. In K. A. Johnston, & M. Taylor (Eds.), The Handbook of Communication Engagement (pp. 531-548). Wiley-Blackwell. doi:10.1002/9781119167600.ch36
Date
2018Access restrictions
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© John Wiley & Sons, 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 negative engagement are identified. In addition, the chapter proposes a categorization of negative engagement based on two dimensions: stakeholder activity and connectivity. It discusses the implications of negative engagement.
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Wiley-BlackwellParent publication ISBN
978-1-119-16749-5Is part of publication
The Handbook of Communication EngagementKeywords
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