A3 Book section, Chapters in research books
Hateholders and Brandjacking : Negative Engagement of Customers and Stakeholders (2023)

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

JYU authors or editors

Publication details

All authors or editors: Lievonen, Matias; Luoma-aho, Vilma; Bowden, Jana

Parent publication: Social Media for Progressive Public Relations

Parent publication editors: Niininen, Outi

ISBN: 978-1-032-01233-9

eISBN: 978-1-003-17779-1

Publication year: 2023

Publication date: 23/09/2022

Pages range: 25-36

Number of pages in the book: 270

Publisher: Routledge

Place of Publication: London

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-4

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/86005


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.

Keywords: enterprises; stakeholder groups; customers; organisational communication and public relations; social media; feedback; negativity; crisis communication; committing oneself; marketing

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 3

Last updated on 2023-03-04 at 09:27