The Handbook of Communication Engagement Handbooks in Communication and Media Thisseriesaimstoprovidetheoreticallyambitiousbutaccessiblevolumesdevotedtothemajor fieldsandsubfieldswithincommunicationandmediastudies.Eachvolumesetsouttoground and orientate the student through a broad range of specially commissioned chapters, while alsoprovidingthemoreexperiencedscholarandteacherwithaconvenientandcomprehensive overviewofthelatesttrendsandcriticaldirections. TheHandbookofChildren,Media,andDevelopment,editedbySandraL.CalvertandBarbara J.Wilson TheHandbookofCrisisCommunication,editedbyW.TimothyCoombsandSherryJ.Holladay TheHandbookofInternetStudies,editedbyMiaConsalvoandCharlesEss The Handbook of Rhetoric and Public Address, editedbyShawnJ.Parry-GilesandJ.Michael Hogan The Handbook of Critical Intercultural Communication, edited by Thomas K. Nakayama and RonaTamikoHalualani The Handbook of Global Communication and Media Ethics, edited by Robert S. Fortner and P.MarkFackler TheHandbookofCommunicationandCorporateSocialResponsibility,editedbyØyvindIhlen, JenniferBartlettandSteveMay TheHandbookofGender,Sex,andMedia,editedbyKarenRoss TheHandbookofGlobalHealthCommunication,editedbyRafaelObregonandSilvioWaisbord TheHandbookofGlobalMediaResearch,editedbyIngridVolkmer TheHandbookofGlobalOnlineJournalism,editedbyEugeniaSiaperaandAndreasVeglis TheHandbookofCommunicationandCorporateReputation,editedbyCraigE.Carroll The Handbook of Media and Mass Communication Theory, edited by Robert S. Fortner and P.MarkFackler TheHandbookofInternationalAdvertisingResearch,editedbyHongCheng TheHandbookofPsychologyofCommunicationTechnology,editedbyS.ShyamSundar The Handbook of International Crisis Communication Research, edited by Andreas Schwarz, MatthewW.Seeger,andClaudiaAuer The Handbook of Communication Engagement Edited by Kim A. Johnston Maureen Taylor Thiseditionfirstpublished2018 ©2018JohnWiley&Sons,Inc. 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Description:1stEdition.|Hoboken:Wiley-Blackwell,2018.|Series:Handbooksincommunicationandmedia| Includesbibliographicalreferencesandindex.| Identifiers:LCCN2017057992(print)|LCCN2018007546(ebook)|ISBN9781119167518(pdf)| ISBN9781119167525(epub)|ISBN9781119167495(hardback) Subjects:LCSH:Businesscommunication.|Publicrelations.|BISAC:BUSINESS&ECONOMICS/Public Relations. Classification:LCCHF5718(ebook)|LCCHF5718.J6742018(print)|DDC658.4/5–dc23 LCrecordavailableathttps://lccn.loc.gov/2017057992 CoverImage:©MaureenTaylorviawordle.net CoverDesign:Wiley Setin9.5/11.5ptGalliardStdbyAptaraInc.,NewDelhi,India PrintedandboundinSingaporebyC.O.S.PrintersPteLtd 10 9 8 7 6 5 4 3 2 1 Thisbookisdedicatedtomyfamily–David,Taylah,andTom–whosurroundmewithloveand inspiration.Ialsoacknowledgemycolleague,DrAnneLane,whoprovidesunwaveringsupport andencouragementforallofmycrazyideas. —KimJohnston Thisbookisdedicatedtomyadvisor,CarlBotanandmyadviseeswhoteachmesomethingnew every day. I also thank my partner, Michael Kent, for his support. To quote Kenneth Burke’s dedicationtoAGrammarofMotives:“Withoutwhom,not.” —MaureenTaylor Contents NotesonContributors xi 1. EngagementasCommunication:Pathways,Possibilities,andFutureDirections 1 KimA.JohnstonandMaureenTaylor PartI TheoreticalFoundationsandGuidingPhilosophiesofEngagement 17 2. TowardaTheoryofSocialEngagement 19 KimA.Johnston 3. HowFullyFunctioningIsCommunicationEngagementIfSocietyDoesNot Benefit? 33 RobertL.Heath 4. PhilosophyandEthicsofEngagement 49 PetraTheunissen 5. DialogicEngagement 61 AnneLaneandMichaelL.Kent 6. ModelingAntecedentsofUserEngagement 73 HeatherL.O’BrienandJocelynMcKay PartII EngagedOrganizations 89 7. TowardaCulturalEcologyofEngagement 91 JamesEverett 8. ReconceptualizingPublicRelationsinanEngagedSociety 103 MaureenTaylor 9. TheMissingHalfofCommunicationandEngagement:Listening 115 JimMacnamara 10. CorporateSocialResponsibilityandEngagement:Commitment,Mapping ofResponsibilities,andClosingtheLoop 133 BreeHurstandØyvindIhlen viii Contents 11. EngagingShareholderActivists:Antecedents,Processes,andOutcomes 149 NurUysal 12. EpisodicandRelationalCommunityEngagement:ImplicationsforSocialImpact andSocialLicense 169 KimA.Johnston,AnneB.Lane,BreeHurst,andAmandaBeatson 13. EngagementinConflict:ResearchandPractice 187 TylerR.HarrisonandJessicaWendorfMuhamad 14. CoworkershipandEngagedCommunicators:ACriticalReflectiononEmployee Engagement 205 MatsHeideandCharlotteSimonsson 15. ConceptualizingStrategicEngagement:AStakeholderPerspective 221 AimeiYang PartIII EngagedNetworksandCommunities 231 16. EngagingPartnerships:ANetwork-BasedTypologyofInterorganizational RelationshipsandtheirCommunities 233 MaryaL.Doerfel 17. MediaEngagementinNetworkedEnvironments:AnEcologicalPerspective 253 MohammadYousuf 18. ActivistStakeholdersChallengingOrganizations:Enkindling Stakeholder-InitiatedEngagement 269 W.TimothyCoombsandSherryJ.Holladay 19. TheOutcomesofEngagementinActivismNetworks:ACo-creationalApproach 285 AdamJ.Saffer 20. DesigningforViableFutures:CommunityEngagementasSocialInnovation 301 MarianellaChamorro-KocandGlendaAmayoCaldwell PartIV TowardsanEngagedWorld 311 21. GlobalEngagement:CultureandCommunicationInsightsFromPublic Diplomacy 313 R.S.Zaharna 22. PublicDiplomacyasCo-constructedDiscoursesofEngagement 331 AlinaDolea 23. CorporateDiplomacyasanEngagementStrategyoftheNonmarketBusiness Environment 347 SarabKochhar 24. HabitsoftheHeartandMind:EngagementinCivilSocietyandInternational Development 357 AmandaK.KennedyandErichJ.Sommerfeldt 25. PoliticalEngagement,Communication,andDemocracy:LessonsfromBrexit 371 IanSomerville Contents ix 26. DeliberativeEngagementandWickedProblems:FromGoodIntentions toPracticalAction 383 PaulWillis,RalphTench,andDavidDevins 27. “ChangingWorlds”ThroughIntentionalDialogicEngagements 397 KerrieMackey-SmithandGrantBanfield PartV DigitalInfluencesonEngagement 409 28. FromAdvertisingtoEngagement 411 EdwardC.MalthouseandBobbyJ.Calder 29. EmotionalEngagementinaNewMarketingCommunicationEnvironment 421 SylviaChan-OlmstedandLisa-CharlotteWolter 30. VirtualEngagement:ATheoreticalFrameworkofAffordances,Networks, andCommunication 439 LisaV.Chewning 31. ConsumerEngagementintheDigitalEra:ItsNature,Drivers,andOutcomes 453 WolfgangWeitzlandSabineEinwiller 32. ConsumerEngagementinSocialMediainChina 475 Yi-RuReginaChen 33. TheRoleofSocialCapitalinShapingConsumerEngagementwithinOnline BrandCommunities 491 JanaLay-HwaBowden,JodieConduit,LindaD.Hollebeek,VilmaLuoma-aho, andBirgitAndrineApenesSolem 34. Engagement,Interactivity,andDiffusionofInnovations:TheCaseofSocial Businesses 505 RuthAvidar 35. NewMediaChallengestotheTheoryandPracticeofCommunication Engagement 515 GregHearn,CarolineWilson-Barnao,andNatalieCollie PartVI FutureChallengesforEngagementasTheoryandPractice 529 36. NegativeEngagement 531 MatiasLievonen,VilmaLuoma-aho,andJanaBowden 37. CriticalPerspectivesofEngagement 549 MagdaPieczka Index 569 Notes on Contributors Ruth Avidar (PhD) is the head of the marketing communications track in the Departmentof CommunicationattheMaxSternYezreelValleyCollege,Israel.AvidarearnedherPhDatthe UniversityofHaifaandMasterofArtsdegreeincommunicationandjournalismatTheHebrew University of Jerusalem. Avidar is a former public relations practitioner, and her research has focusedononlinepublicrelations,socialmedia,computer-mediatedcommunication,dialogue, andnewtechnologies.AvidaristhechairofPRcommitteeintheIsraelCommunicationAsso- ciation(ISCA)andamemberoftheCenterforInternetResearch,UniversityofHaifa. Grant Banfield (PhD, University of South Australia) teaches and researches at the Flinders University in Adelaide, South Australia. He is a sociologist who researches and writes in the area of education and social change. His recent book Critical Realism for Marxist Sociology of Education (Routledge, 2016) brings together his interests in social theory, the philosophy of science,andeducationalactivism.GrantisamemberoftheeditorialadvisoryboardoftheJournal ofCriticalEducationPolicyStudies. AmandaBeatson(PhD)isaseniorlecturerinmarketingatQUTBusinessSchool.Herresearch focuses on optimizing customer value; particularly how to create and maintain positive service experiencesandorganizationalimage.Amandaachievesthisbyinvestigatinghowtoengageand motivateemployeesandotherstakeholders,andhowtoimproveservicedeliveryoptions,with the overall goal of delivering excellent service. Various government bodies and private organi- zations within Australia and the United Kingdom have funded her research. She publishes in journalsincludingJournalofBusinessResearch,JournalofBusinessEthics,JournalofMarketing Management,andTheServiceIndustriesJournal. Jana Lay-Hwa Bowden (PhD) is a senior lecturer in marketing at Macquarie University in Sydney, Australia. Her research expertise focuses on the drivers, nature, and outcomes of con- sumer engagement and its positive and negative manifestations within different engagement platformsincludingsocialmediaandtraditionalmedia.Shehasaparticularinterestintheoper- ation of engagement within online brand communities, and the role of brands and consumers in collectively shaping engagement outcomes. Her research has appeared in academic publica- tionssuchastheJournalofServiceTheoryandPractice,JournalofMarketingTheory&Practice, JournalofMarketingManagement,andMarketingIntelligenceandPlanning. Bobby J. Calder is the Kellstadt Professor of Marketing and professor of psychology at the Kellogg School of Management, Northwestern University. He is also a professor of journal- ism in the Medill School of Journalism. Presently, he serves as chair of the ISO International