Stakeholder anger - negative engagement towards organizations online a literature review

Sidosryhmien vihaa ja sitoutumista organisaatiota kohtaan on tähän mennessä tutkittu melko vähän erityisesti online-ympäristöissä tapahtuvan viestinnän näkökulmasta. Lisäksi niin kutsutulle negatiiviselle sitoutumiselle ei ole aiemmin annettu tarkkaa määritelmää. On myös mahdollista, että kaikissa o...

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Main Author: Lievonen, Matias
Other Authors: Humanistinen tiedekunta, Faculty of Humanities, Viestintätieteiden laitos, Department of Communication, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2014
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/43381
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author Lievonen, Matias
author2 Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
author_facet Lievonen, Matias Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto Lievonen, Matias Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
author_sort Lievonen, Matias
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description Sidosryhmien vihaa ja sitoutumista organisaatiota kohtaan on tähän mennessä tutkittu melko vähän erityisesti online-ympäristöissä tapahtuvan viestinnän näkökulmasta. Lisäksi niin kutsutulle negatiiviselle sitoutumiselle ei ole aiemmin annettu tarkkaa määritelmää. On myös mahdollista, että kaikissa organisaatioissa ei ole totuttu käsittelemään vihaisia sidosryhmiä. Edellä mainittuihin lähtökohtiin nojaten tämän teoreettisen tutkimuksen tarkoituksena oli havainnollistaa negatiivista sitoutumista ja samalla osoittaa, mistä syistä johtuen sidosryhmät kääntyvät organisaatiota vastaan muuttuen samalla hateholdereiksi. Tutkimus toteutettiin integroituna kirjallisuuskatsauksena ja siinä pyrittiin yhtäältä tarkastelemaan mitä edellä mainituista aiheista tähän mennessä tiedetään ja toisaalta millaisia uusia näkökulmia voidaan nostaa esille. Tutkimuksessa käytetty englanninkielinen aineisto oli julkaistu vuoden 2000 jälkeen ja se oli saatavilla sähköisessä muodossa. Vertaisarvioidusta, sidosryhmävihaa käsitelleestä artikkelikirjallisuudesta (24 kpl) saatujen tulosten perusteella organisaatioon kohdistuvan vihan takana oli monia syitä, jotka nousivat esille sekä online- että offline-ympäristöissä. Lisäksi organisaation rooli sidosryhmävihaan johtavien syiden takana vaihteli pienemmästä suurempaan. Organisaatiota kohtaan koettujen negatiivisten kokemusten ja itse negatiivisen sitoutumisen välillä esille nousi erilaisia sidosryhmien tunnetilojen ja käyttäytymisen muotoja. Tutkimuksen perusteella voidaan tehdä se johtopäätös, että hateholdereilla on todellista valtaa online-keskusteluissa ja asiat leviävät käyttäjien välillä negatiivisina huhuina. Hateholdereiden negatiivinen sitoutuminen voi kasvattaa muidenkin online-käyttäjien vihaa organisaatiota kohtaan ja negatiivisia asioita jaetaan näin ollen julkisesti lisää. Niin kutsutuilla trollaajilla on myös vaikutuksensa negatiivisen sitoutumisen prosessiin, erityisesti esille nousseiden asioiden luotettavuuteen. Organisaatioiden täytyy tarkkailla hateholdereita sekä omista toiminnoistaan verkkoympäristöissä julkisesti levitettäviä asioita. Samalla niiden tulee pystyä ottamaan kritiikin keskelläkin osaa keskusteluihin, joita niistä käydään. Stakeholder anger and different engagement behaviors of stakeholders are relatively new search topics, especially in the context of communication within online environments. Besides, negative engagement behavior has not been conceptualized as a phenomenon in the earlier studies. It is also possible that some organizations lack the ability to deal with stakeholder anger. In these circumstances, the aim of this thesis was to create a comprehensive model concerning the process of negative engagement online and visualize how stakeholders become hateholders. This qualitative, theoretical study was implemented as an integrated literature review and it explored what is already known on the topic and what new insights could be added. The literature included in this thesis was published after year 2000 and written in English. It was also available in electronic format. Findings of the 24 peer-reviewed articles on anger were associated with multiple organizational issues. The issues emerged both on- and offline and presumably led to stakeholder anger. The organization’s role and level of involvement in the issues varied from non-existent to high. There were also many stakeholder behaviors occurring between the experienced issues and actual interactive, negative engagement behavior. The research shows that anger activates stakeholders to the negative engagement behavior. The negatively engaged stakeholders or hateholders have real power over public conversation by utilizing negative electronic word-of-mouth. Hateholders’ negative engagement could be a potential issue among online users and spread to commonly shared anger towards organization. The trolls also influence the negative engagement process, especially its reliability. Conclusively, organizations must be able to monitor hateholders and issues discussed online. At the same time they must be able to take part the discussion, even if facing criticism.
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spellingShingle Lievonen, Matias Stakeholder anger - negative engagement towards organizations online : a literature review Stakeholder anger negative engagement hateholders organizational communication & PR negatiivinen sitoutuminen hateholderit yhteisöviestintä. Yhteisöviestintä Organizational Communication 3131 yhteisöviestintä sidosryhmät viha sitoutuminen
title Stakeholder anger - negative engagement towards organizations online : a literature review
title_full Stakeholder anger - negative engagement towards organizations online : a literature review
title_fullStr Stakeholder anger - negative engagement towards organizations online : a literature review Stakeholder anger - negative engagement towards organizations online : a literature review
title_full_unstemmed Stakeholder anger - negative engagement towards organizations online : a literature review Stakeholder anger - negative engagement towards organizations online : a literature review
title_short Stakeholder anger - negative engagement towards organizations online
title_sort stakeholder anger negative engagement towards organizations online a literature review
title_sub a literature review
title_txtP Stakeholder anger - negative engagement towards organizations online : a literature review
topic Stakeholder anger negative engagement hateholders organizational communication & PR negatiivinen sitoutuminen hateholderit yhteisöviestintä. Yhteisöviestintä Organizational Communication 3131 yhteisöviestintä sidosryhmät viha sitoutuminen
topic_facet 3131 Organizational Communication Stakeholder anger Yhteisöviestintä hateholderit hateholders negatiivinen sitoutuminen negative engagement organizational communication & PR sidosryhmät sitoutuminen viha yhteisöviestintä yhteisöviestintä.
url https://jyx.jyu.fi/handle/123456789/43381 http://www.urn.fi/URN:NBN:fi:jyu-201405121688
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