Engaging the Good Life? What Digital Natives Think About Engaging With Brands and Organizations

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Public Relations Interactive Poster Session

Abstract

Stakeholder engagement is seen as a central aim for public relations, although few studies ask whether engagement is actually expected by stakeholders. Focusing on digital natives and their social media use, this paper defines “engagement” from several perspectives, distinguishing between positive and negative engagement. Reported results from a recent study differentiate nine types of engagement and show that digital natives often choose not to engage with brands or organizations. This might challenge the ideal of engagement and highlight the importance of careful target-group analysis. In addition, it is necessary to differentiate engagers based on their tone and degree of engagement.

Authors

• Vilma L. Luoma-aho, University of Jyvaskyla, Dept. of COM.

• Hilkka Rissanen, U of Jyvaskyla

• Laura Olkkonen, U of Jyvaskyla