TABLE 1.

Past literature on engagement valence.

S/No	Methodology	Source	Engagement valence	Research context
1.	Conceptual	Van Doorn et al., 2010 Journal of service research	The valence of engagement perceived based on the positive and negative outcomes.	Theoretical foundations of customer engagement
2.	Exploratory	Hollebeek and Chen, 2014 Journal of product and brand management	Positive and negative outcomes of customer engagement refer to positive and negative outcomes.	The conceptual model for positive and negative customer engagement
3.	Exploratory	Bowden et al., 2015 Journal of marketing management	If the outcome of engagement is withdrawal, customer engagement is considered as positive and vice versa.	Engagement and disengagement of customers
4.	Conceptual	De Villiers, 2015 Journal of business research	The valence of engagement is perceived based on the behavioral outcome of the engagement.	New perspective in consumer brand engagement literature
5.	Exploratory	Bowden et al., 2017 Book chapter from customer engagement: Contemporary issues and challenges	The valence of engagement is perceived based on the behavioral outcome of the engagement.	Positive and negative engagement in online brand communities
6.	Exploratory	Juric et al., 2015 Book chapter from customer engagement: Contemporary issues and challenges	If a customer is positively engaged, then the behavioral outcomes are beneficial for others, and if the customer is negatively engaged, then the outcomes are harmful to others in a network	Negative engagement of customers in blogs.
7.	Exploratory	Dolan et al., 2017 Book chapter from customer engagement: Contemporary issues and challenges	Positive engagement in social media leads the participant to consume or contribute to user-created content. Negative engagement leads the participant to withdraw or to contribute negatively to user-created contents.	Social media engagement
11.	Exploratory	Li et al., 2018 Journal of service theory and practice	The outcome of engagement can be positive or negative, which is perceived differently by different actors in a network.	Engagement valence of actors in a network
12.	Conceptual	Li et al., 2017 Journal of service management	The valence of engagement resides in the past, present, and future psychological disposition that shifts between positive, negative, and ambivalent engagement	Multi-actor engagement in a network