Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders
Abstract
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.
Main Authors
Format
Books
Book part
Published
2023
Subjects
Publication in research information system
Publisher
Routledge
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-202303142159Käytä tätä linkitykseen.
Parent publication ISBN
978-1-032-01233-9
Review status
Peer reviewed
DOI
https://doi.org/10.4324/9781003177791-4
Language
English
Is part of publication
Social Media for Progressive Public Relations
Citation
- Lievonen, M., Luoma-aho, V., & Bowden, J. (2023). Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 25-36). Routledge. https://doi.org/10.4324/9781003177791-4
License
Copyright© 2023 selection and editorial matter, Outi Niininen; individual
chapters, the contributors