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dc.contributor.authorLievonen, Matias
dc.contributor.authorLuoma-aho, Vilma
dc.contributor.authorHätönen, Henri
dc.date.accessioned2021-02-18T12:08:27Z
dc.date.available2021-02-18T12:08:27Z
dc.date.issued2018
dc.identifier.citationLievonen, M., Luoma-aho, V., & Hätönen, H. (2018). What Drives Negative Electronic Word-of-Mouth Online?. In <i>JMComm 2018 : Proceedings of the 7th Annual International Conference on Journalism and Mass Communications</i> (pp. 42-51). Global Science & Technology Forum. Proceedings of the Annual International Conference on Journalism & Mass Communications. <a href="https://doi.org/10.5176/2301-3710_JMComm18.112" target="_blank">https://doi.org/10.5176/2301-3710_JMComm18.112</a>
dc.identifier.otherCONVID_28741563
dc.identifier.otherTUTKAID_79639
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/74300
dc.description.abstractThe 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 phenomenon of urgency for organizations. A form of negative engagement, it potentially spreads faster and further, causing problems for targeted organizations. Building on a previous understanding of the motives driving negative engagement online (e.g., anger, frustration, irritation), we map the different motives often associated with negative engagement. To illustrate these in practice, we use content analysis to sample online customer discussions and customer complaints in social media in the context of three telecommunications service providers in Finland. Our preliminary results show that venting and revenge stand out as the main motives for neWOM. We call for a more strategic approach to tackling customer complaints and highlight the need to monitor negative engagement online. We conclude with five propositions to guide future research on the topic and propose that a central aim of PR in the online environment should be to keep stakeholders from morphing into hateholders by monitoring and participating in online discussions.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherGlobal Science & Technology Forum
dc.relation.ispartofJMComm 2018 : Proceedings of the 7th Annual International Conference on Journalism and Mass Communications
dc.relation.ispartofseriesProceedings of the Annual International Conference on Journalism & Mass Communications
dc.relation.urihttp://dl4.globalstf.org/?wpsc-product=what-drives-negative-electronic-word-of-mouth-online
dc.rightsCC BY-NC 3.0
dc.subject.othernegatiivinen palaute
dc.subject.othersitoutuneisuus
dc.subject.othernegative electronic word-of-mouth
dc.subject.othernegative engagement online
dc.subject.othertelecommunications
dc.titleWhat Drives Negative Electronic Word-of-Mouth Online?
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-202102181700
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineCorporate Communicationen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.date.updated2021-02-18T10:15:03Z
dc.description.reviewstatuspeerReviewed
dc.format.pagerange42-51
dc.relation.issn2301-3710
dc.type.versionacceptedVersion
dc.rights.copyright© Global Science & Technology Forum, 2018
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceInternational Conference on Journalism and Mass Communications
dc.subject.ysomaine
dc.subject.ysoviraalimarkkinointi
dc.subject.ysokriisiviestintä
dc.subject.ysonegatiivisuus
dc.subject.ysotunteet
dc.subject.ysoverkkokeskustelu
dc.subject.ysosidosryhmät
dc.subject.ysoasiakkaat
dc.subject.ysososiaalinen media
dc.subject.ysomaineenhallinta
dc.subject.ysoasiakasuskollisuus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p3615
jyx.subject.urihttp://www.yso.fi/onto/yso/p24254
jyx.subject.urihttp://www.yso.fi/onto/yso/p18528
jyx.subject.urihttp://www.yso.fi/onto/yso/p4042
jyx.subject.urihttp://www.yso.fi/onto/yso/p3485
jyx.subject.urihttp://www.yso.fi/onto/yso/p21841
jyx.subject.urihttp://www.yso.fi/onto/yso/p8776
jyx.subject.urihttp://www.yso.fi/onto/yso/p3294
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p27615
jyx.subject.urihttp://www.yso.fi/onto/yso/p7218
dc.rights.urlhttps://creativecommons.org/licenses/by-nc/3.0/
dc.relation.doi10.5176/2301-3710_JMComm18.112


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