Negative customer engagement behavior in online social networks: understanding the nuance

Customer Engagement Behavior (CEB) impacts customers' perceptions and experiences, and the performance of organizations. As hospitality and tourism offerings are particularly difficult to evaluate before actual consumption, customers depend on online reviews as the main source of information about a firm's offerings. In this context, negative CEB is especially contagious in online networks, with financial and reputational repercussions for organizations. This chapter outlines six forms of negative CEB identified in online reviewing platforms and insight into the interplay between the intensity of forms and valence of reviews. Theoretically, this chapter reveals empirical research on negative CEB and provides a nuanced view of its forms with additional insights about its intensity levels. Practically, this chapter addresses a key challenge for tourism and hospitality service providers in managing negative CEB when it occurs and offering recommendations to manage different forms of negative CEB.