Negative engagement

Matias Lievonen*, Vilma aho Luoma, Jana Bowden

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

17 Citations (Scopus)


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 future perspective and focuses on negative stakeholder engagement online in the context of organizations and brands, which increasingly face visible forms of negative stakeholder emotions or even fierce "shit storms". It begins by defining what negative stakeholder engagement refers to in the context of organizations and brands. The chapter introduces the development of negative engagement via related concepts. After introducing the concepts, the process and the outcomes of negative engagement are identified. In addition, the chapter proposes a categorization of negative engagement based on two dimensions: stakeholder activity and connectivity. It discusses the implications of negative engagement.
Original languageEnglish
Title of host publicationThe handbook of communication engagement
EditorsKim A. Johnston, Maureen Taylor
Place of PublicationHoboken, NJ
PublisherWiley-Blackwell, Wiley
Number of pages17
ISBN (Electronic)9781119167525
ISBN (Print)9781119167495
Publication statusPublished - 2018

Publication series

NameHandbooks in communication and media


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