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• The negative engagement behaviour of young millennials : triggers and responses 

  Hätönen, Henri; Itkonen, Viivi (2020)

  Viime vuosikymmen on osoittanut asiakassitoutumisen olevan merkittävä trendi organisaatioissa sekä lukuisilla eri tutkimuksen aloilla. Tutkimuksen ansiosta ymmärrämme asiakkaiden sitoutumiskäyttäytymistä jo melko laajalti, ...

• Investigating the Impact of Rewarded Social Media Engagement, Trust, Perceived Switching Cost and Loyalty on Loyalty Members in Sports Industry 

  Rauf, Muniba; Karjaluoto, Heikki (Routledge, 2023)

  Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, ...

• Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders 

  Lievonen, Matias; Luoma-aho, Vilma; Bowden, Jana (Routledge, 2023)

  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 ...

• Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation 

  Tornberg, Jussi; Karjaluoto, Heikki; Niininen, Outi (Routledge, 2023)

  This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily ...

• Adapting and Validating Scale of Customer Engagement in Online Travel Communities 

  Mkumbo, Peter J.; Ukpabi, Dandison C.; Karjaluoto, Heikki (Varna University of Management, 2020)

  Increasing attention towards customer engagement has caused its measurement to remain a highly debated issue among scholars. This study adapts and validates measurement scales for customer engagement in Online Travel ...