Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders
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
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Date
2023Discipline
Digital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)Viestinnän johtaminenDigital marketing and CommunicationDigital Business and Economy (focus area)Corporate CommunicationCopyright
© 2023 selection and editorial matter, Outi Niininen; individual
chapters, the contributors
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.
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RoutledgeParent publication ISBN
978-1-032-01233-9Is part of publication
Social Media for Progressive Public RelationsKeywords
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/150952003
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