Approaching the Concept of Negative Engagement in Corporate Communication
Julkaistu sarjassa
JYU dissertationsTekijät
Päivämäärä
2020Tekijänoikeudet
© The Author & University of Jyväskylä
Evolution of social media as a crucial communication medium between stakeholders and organizations has its opportunities but also challenges. In fact, communication targeted at organizations in social media is more often negative. To better understand this phenomenon, this article-based dissertation approaches the nascent concept of negative engagement (NE) in the context of corporate communication. Five individual research publications contribute to concept definition and adjustment from a multidisciplinary perspective. The first publication included in this dissertation discusses who is to blame for NE behavior. Publication II introduces affective dimensions involved in the processes when e-commerce consumers engage with organizations and brands in online environments. The third publication focuses NE concept-validation and it positions the still under-research NE across communication disciplines and authenticates author’s preliminary definition of NE within the field. Publication IV deepens the process of understanding NE concept, applying the managerial side to investigate how organizations should deal with NE behavior. The fifth and final publication included in this dissertation is a case-specific analysis that introduces an enhanced definition of the NE concept and provides supporting data from social media to categorize NE behaviors. Publications I, II, III, and IV apply literature review -based analysis to support conceptual and theoretical formation of affective, cognitive, and behavioral dimensions of NE. Multi-Grounded Theory (MGT) method is applied in publication V to offer a more developed theoretical definition and a brand-new typology of NE behaviors in social media. Key findings of this dissertation conclude that NE is not just a reversal of positive engagement. NE manifests through its own unique characteristics, and it has several possible triggers, as well as emotional, cognitive, and behavioral levels, that are processed over time. Moreover, visible NE behaviors could carry different consequences for the organizations and brands involved, depending on who engages negatively. On this basis, it is recommended that organizations and brands should monitor their issue arenas for NE. Moreover, it is vital to understand who engages negatively, but also the process of NE behavior, which varies in its level of emotional intensity, object focus, and orientation. To conclude, not all NE is harmful for organizations and brands. In fact, ability to respond transparently in social media on issues raised by the stakeholders should offer a considerable competitive advantage, and an opportunity for organizations to improve their reputation and image.
...
Julkaisija
Jyväskylän yliopistoISBN
978-951-39-8281-2ISSN Hae Julkaisufoorumista
2489-9003Julkaisuun sisältyy osajulkaisuja
- Artikkeli I: Lievonen, M., & Luoma-aho, V. (2015). Ethical Hateholders and Negative Engagement. A Challenge for Organisational Communication. In A. Catellani, A. Zerfass, & R. Tench (Eds.), Communication Ethics in a Connected World : Research in Public Relations and Organisational Communication (pp. 285-303). Peter Lang Publishing Group. https://jyx.jyu.fi/handle/123456789/58398
- Artikkeli II: Lievonen, M. (2017). Consumer Emotions and E-commerce : A Literature Review. In A. Pucihar, M. K. Borštnar, C. Kittl, P. Ravesteijn, R. Clarke, & R. Bons (Eds.), Bled 2017 : Proceedings of the 30th Bled eConference. Digital Transormation : Form Connecting Things to Transforming Our Lives (pp. 385-402). Maribor: University of Maribor Press. DOI: 10.18690/978-961-286-043-1
- Artikkeli III: 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
- Artikkeli IV: Lievonen, M. (2018). Negatiiviset asiakaskokemukset ja diplomatia. In E. Melgin, & H. Nieminen (Eds.), Diplomaattinen viestintä : ProComma Academic 2018 (pp. 38-49). Helsinki, Finland: ProCom - Viestinnän ammattilaiset ry. DOI: 10.31885/2018.00028
- Artikkeli V: Matias Lievonen, Jana Bowden, & Vilma Luoma‐aho. Is All Negative Engagement Equal? Towards a Typology of Negative Engagement Behaviour in Social Media. Manuscript submitted to European Journal of Marketing.
Asiasanat
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- JYU Dissertations [806]
- Väitöskirjat [3524]
Lisenssi
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
Communication in turbulent times : exploring issue arenas and crisis communication to enhance organisational resilience
Vos, Marita; Van der Molen, Irna; Mykkänen, Markus (University of Jyväskylä, School of Business and Economics, 2017)This book is characterised by a broad approach towards corporate communication, emphasising change and crisis. The focus is not on crises as an exceptional situation but rather on broader volatility in the environment. ... -
Not just for the sake of a report : enhancing corporate social responsibility reporting by involving stakeholders
Jantunen, Pirjo (2015)The purpose of this study was to find out if it is possible to improve the case organisation’s corporate social responsibility reporting by involving stakeholders. The research was conducted as a case study in Helen Ltd, ... -
The green profiles : using social media for communicating corporate environmental issues to external stakeholders
Bui, Nghiem Dac Vinh (2018)Sustainability is an essential part of doing business nowadays. Corporate sustainability communication (CSC) assists companies to conduct dialogues with stakeholders regarding sustainability topics. In addition, social ... -
Negative Engagement
Lievonen, Matias; Luoma-aho, Vilma; Bowden, Jana (Wiley-Blackwell, 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 ... -
Stakeholder anger - negative engagement towards organizations online : a literature review
Lievonen, Matias (2014)Sidosryhmien vihaa ja sitoutumista organisaatiota kohtaan on tähän mennessä tutkittu melko vähän erityisesti online-ympäristöissä tapahtuvan viestinnän näkökulmasta. Lisäksi niin kutsutulle negatiiviselle sitoutumiselle ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.