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Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.

This paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.

The results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.

Progress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.

The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome of word-of-mouth (WOM). It also explores the moderating influence of service context by examining engagement within a social service versus a social networking site (SNS). Engagement with the dual focal objects of a service brand and a service community are also examined.

Structural equation modelling is used to analyse 625 survey responses.

Involvement is a strong driver of positive CE, and positive CE has a strong effect on WOM. These findings are consistent across the “brand” and “community” object, suggesting positive CE is mutually reinforced by different objects in a relationship. Positive CE is also found to operate consistently across the service types. Involvement is a moderately negative driver of negative CE, and negative CE is a positive driver of WOM. These relationships operate differently across the objects and service types. Involvement has a stronger inverse effect on negative CE for the social service, diverging from assumptions that negative CE is reflective of highly involved customers. Interestingly, negative CE has a stronger effect on WOM in the social service, highlighting the active and vocal nature of customers within this service context.

To the best of the authors’ knowledge, this is the first paper to quantitatively measure positive and negative valences of engagement concurrently, and examine the moderating effect of dual objects across contrasting service types.

Valence is one of the key dimensions underlying actor engagement, yet there is limited research to provide a comprehensive understanding of the concept. The purpose of this paper is to conceptualise engagement valence in actor networks and develop an agenda for future research.

The exploration of the psychological foundations of the concept of valence and a systematic literature review from a multiple database search contribute to four sets of propositions defining the domain of the concept of actor engagement valence.

The propositions posit that valence resides in the engaging actor’s past, current and future psychological dispositions, which can shift between positive, negative and ambivalence. Actor engagement valence is triggered by the engagement objects and value propositions of other actors in the network. The antecedents of actor engagement valence comprise individual factors such as cognitive evaluations and hedonic feelings, as well as network-related factors such as social norms and shared beliefs, and the network structure. The net balance of actor engagement valence determines the actor’s engagement behaviours, and this relationship is moderated by individual and network factors.

This is the first study to conceptualise actor engagement valence, which contributes to the refinement of the actor engagement concept. This research defines the conceptual domain, deepens the understanding and provides an agenda for future research into the valence of engagement among actors in networks. The study recognises the institutional influences on actor engagement valence, and contributes to an understanding of the nature of actors’ psychological dispositions and how their valence determines the actors’ behavioural engagement manifestations.

This paper aims to examine experiences of low customer power in service interactions and the impact of those experiences on customers’ engagement and disengagement towards a firm. It subsequently identifies how such experiences may affect customers’ wellbeing.

The authors conducted visual elicitation interviews with 30 customers of a range of services. Data were analysed thematically using abductive reasoning.

Low customer power is influenced by several factors perceived by customers as associated with the firm and/or the context of the customer–firm relationship. Results show that low power drives negative customer engagement and may result in behavioural disengagement. Low customer power, negative engagement and disengagement can have negative implications for customers’ eudaimonic (physical and financial) and hedonic wellbeing.

Future studies might explore specific service contexts and power dynamics across service ecosystems and should further analyse the implications of these relationships on firms’ strategic organisational responses.

Firms should monitor customer power and explore means of enhancing the wellbeing of their customers through strategies designed to increase customer power, thus, reducing negative customer engagement and avoiding detrimental impact on customer wellbeing.

This study reframes discussions on low customer power in relation to firms and its impact on firms and customers. It identifies low customer power as a key variable in the study of customer engagement, disengagement and wellbeing.

Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context.

A qualitative approach using (four) focus groups is used.

A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated.

This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced customer engagement, including disengaged and negatively engaged behaviours in a service consumption context and explore under what conditions customers display disengaged or negatively engaged behaviours.

This study incorporates justice theory, expectancy disconfirmation theory and psychology literature to propose determinants of negative customer engagement behaviours.

A conceptual framework is developed that proposes customer perceived justice and negative disconfirmation as determinants of negative customer engagement via the mediator of customer outrage. Moderating variables, include self-esteem, self-efficacy, altruism and vengeance; are also proposed to affect disengaged/negatively engaged behaviours.

This study is the first to specify the underlying reasons of negative customer engagement by establishing the conceptual linkages between negative disconfirmation, justice and negative customer engagement via the mediating role of customer outrage. Further, customer resources are used to understand disengaged/negatively engaged behaviours. In doing so, this study views negative customer engagement from the perspective of a customer’s internal response to the trigger experience, rather than the experience itself. Thus, this study contributes to literature on customer engagement by developing a conceptual framework that illustrates the underlying cognitive and affective responses that drive negative customer engagement behaviours.

The purpose of this study is to find ways to mitigate the negative consequences of relationship conflict under the situation that while the negative role of team relationship conflict has been underscored in prior literature, few studies try to alleviate it. With the development of positive psychology, a stream focusing on the role of emotion in conflict management emerges. First, the authors want to explore the mediating role of members’ work engagement in the association between relationship conflict and members’ job performance. Moreover, they want to explore contingent roles of perceived team leader’s emotional intelligence and members’ emotion regulation strategies (i.e. cognitive reappraisal and expressive suppression) in moderating the effect of relationship conflict on members’ work engagement.

Using a data set of 363 individuals working in 73 teams in service sectors, the authors empirically examined the cross-level model with hierarchical linear model.

Relationship conflict was negatively related to members’ job performance while members’ work engagement mediated this relationship. Moreover, perceived team leader’s emotional intelligence mitigated the negative effect of relationship conflict on members’ work engagement, while members’ expressive suppression strategy intensified the negative effect.

The authors address the void of the cross-level mediating process by examining the role of individual work engagement that mediates relationship conflict and individual job performance. The individual work engagement is highlighted in this study for the hope of serving as the basis of finding effective moderators to alleviate the negative relationship conflict–performance relationship by mitigating the decrease of work engagement. Moreover, the claim that the role of emotion from different status subjects varies in regulating the effect of relationship conflict contributes to the development of positive psychology by combining emotion with conflict management.

Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand.

Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction.

This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect).

While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.

This study investigated how behavioral and emotional forms of engagement are associated with faculty support and student-faculty interactions among engineering students.

Quantitative research methods were used to analyze survey data from 781 undergraduates in seven large undergraduate engineering courses. Linear hierarchical regression models were used to evaluate the relationships between demographics (gender, race/ethnicity, family education, US status and transfer status) and student engagement and between faculty behaviors and engagement.

Faculty support was consistently, significantly and positively linked to all forms of student engagement, while student-faculty interactions were significantly and positively linked to effort and positive emotional engagement and negatively linked to attention and (an absence of) negative emotional engagement. Gender, race/ethnicity, international student status and transfer status significantly predicted at least one form of engagement.

Although this was a single institution study and cross-sectional, the findings suggest that faculty support and student-faculty interactions, while important for engagement, have different effects on different types of students. Faculty and teacher professional development efforts should raise awareness of these differences in order to enhance diversity and inclusion in engineering courses and curricula at all levels.

The analysis of behavioral and emotional forms of engagement represents more of a motivational lens on engagement in contrast to the traditional focus on time-on-task or time spent in fruitful educational practices, as is the norm with much of the engagement literature in higher education.

The purpose of this paper is to introduce a novel framework that includes degree, tone, and motives of consumer engagement of young consumers. Focusing on millennials, this paper offers preliminary look into their willingness and motives to engage with organizations on online environment. Based on narrative analysis, the authors establish nine different millennial engager types. The paper introduces a novel model grouping of motives for different tones and degrees of online engagement in the context of young consumers.

This paper is based on qualitative data collected through focus group interviews of 31 Finnish millennials (ages of 16-19 years). Data were analyzed by thematic analysis and constructing narratives.

The results show that there are nine different engager groups based on their motives for online consumer engagement. Out of the nine engagement types identified, two were negative and five included forms of disengagement. The findings are illustrated on a continuum of engagement that acknowledges three types of engagement: positive engagement, negative engagement, and disengagement.

The study introduces a model of grouping engager types by motives. The model, once developed further, is a helpful framework to identify and target different types of engagers. Organizations aiming to engage millennials should be aware of different tones and approach engagement via both degree and tone.

The value of the paper is in its attempt to introduce a novel framework that includes degree, tone, and motives of consumer online engagement. It sheds light on millennials willingness to engage online in reality, and more importantly, the lack of engagement, and highlights the necessity of understanding the willingness behind consumer engagement.