A1 Journal article (refereed)
Towards a typology of negative engagement behavior in social media (2023)

Lievonen, M., Bowden, J., & Luoma-aho, V. (2023). Towards a typology of negative engagement behavior in social media. Service Industries Journal, 43(3-4), 238-259. https://doi.org/10.1080/02642069.2022.2121961

JYU authors or editors

Publication details

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

Journal or series: Service Industries Journal

ISSN: 0264-2069

eISSN: 1743-9507

Publication year: 2023

Publication date: 22/09/2022

Volume: 43

Issue number: 3-4

Pages range: 238-259

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1080/02642069.2022.2121961

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83388

Abstract

Extant literature on consumer engagement has focused on positive manifestations of the construct, rather than on its negative dimension. Yet, many brand interactions are negative in nature. The purpose of this conceptual study is to develop a typology of negative engagement behavior in social media by using the multi-grounded theory (MGT) approach on a sample of 12,429 tweets extracted from Twitter. The analysis shows that negative engagement behavior with a brand or service provider as the object focus or target can be categorized according to (a) the manifestation of the negative engagement and (b) the emotional intensity of the negative engagement. Four categories of negative engagement behavior (NEB) were identified. These include negative review writing, justice-seeking complaining, retaliation acts, and firestorming. The study concludes that an understanding of the different categories of negative engagement in social media is essential if service providers are to effectively address and respond to different forms of consumer sentiment.

Keywords: consumers; committing someone; typologies; social media; Twitter

Free keywords: consumer engagement; negative engagement; valence; typology; social media; Twitter

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 1