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.

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