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Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers

Obeidat, Z.M.; AlGharabat, R.S.; Alalwan, A.A.; Xiao, S.H.; Dwivedi, Y.K.; Rana, N.P.

Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers Thumbnail


Authors

Z.M. Obeidat

R.S. AlGharabat

A.A. Alalwan

Y.K. Dwivedi

N.P. Rana



Abstract

This study tests the effect of personal and online characteristics on consumers' desire for revenge and their online revenge intentions. In light of the interactivity and community of social media platforms, it examines the notion that narcissism and social presence will increase consumers' desire for revenge and their online revenge intentions after a service failure. Based on a sample of 317 Jordanian consumers, the data analysis shows that the model has a very good fit and that narcissism, interactivity, and community significantly influenced consumers’ desire for revenge. Social presence was found to have a moderating influence on the relationship between the desire for revenge and online revenge intentions. Implications for marketing managers are also discussed.

Citation

Obeidat, Z., AlGharabat, R., Alalwan, A., Xiao, S., Dwivedi, Y., & Rana, N. (2020). Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers. Computers in Human Behavior, 104, Article 106170. https://doi.org/10.1016/j.chb.2019.106170

Journal Article Type Article
Acceptance Date Oct 16, 2019
Online Publication Date Oct 21, 2019
Publication Date Mar 31, 2020
Deposit Date Nov 14, 2019
Publicly Available Date Oct 21, 2020
Journal Computers in Human Behavior
Print ISSN 0747-5632
Electronic ISSN 1873-7692
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 104
Article Number 106170
DOI https://doi.org/10.1016/j.chb.2019.106170
Public URL https://durham-repository.worktribe.com/output/1283563
Related Public URLs https://doi.org/10.1016/j.chb.2019.106170

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