Negative customer engagement behaviour: the interplay of intensity and valence in online networks

Jaylan Azer, Matthew Alexander

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)
13 Downloads (Pure)


Recent marketing and service research highlights the detrimental impact of negative customer engagement behaviour (CEB) in online social networks. Nevertheless, the extant literature captures the impact of what customers say about service providers in their negative reviews and fails to provide any understanding of different intensity levels of negative engagement. This article marks the first attempt to provide a more nuanced view of negative CEB by investigating the impact of six forms of negatively valenced influencing behaviour (NVIB) using two online experiments. Our results provide new insights into intensity levels of NVIB and how they are moderated by positive reviews. Practically, this paper addresses one of the challenges for service providers in managing NVIBs, centred on understanding the heterogeneity of its forms. The results suggest that managers use semantic tools to detect the intensity levels of NVIB and to prioritise handling and/or mitigating the more intense NVIBs when they occur.

Original languageEnglish
Pages (from-to)361-383
Number of pages23
JournalJournal of Marketing Management
Issue number3-4
Publication statusPublished - 11 Mar 2020


  • customer engagement behavior
  • digital social networks
  • E-WoM
  • experiments
  • negative influence
  • number of reviews
  • online reviews
  • valence of reviews


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