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 editorsLievonen, Matias; Luoma-aho, Vilma; Bowden, Jana

Parent publicationSocial Media for Progressive Public Relations

Parent publication editorsNiininen, Outi



Publication year2023

Publication date23/09/2022

Pages range25-36

Number of pages in the book270


Place of PublicationLondon

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot 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.

Keywordsenterprisesstakeholder groupscustomersorganisational communication and public relationssocial mediafeedbacknegativitycrisis communicationcommitting oneselfmarketing

Contributing organizations

Ministry reportingYes

Reporting Year2023

JUFO rating3

Last updated on 2024-15-06 at 01:06