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Social media revenge: A typology of online consumer revenge

Obeidat, Z.M.; Xiao, S.H.; al Qasem, Z.; al dweeri, R.; Obeidat, A.

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Z.M. Obeidat

Z. al Qasem

R. al dweeri

A. Obeidat


The main purpose of this study is to present a detailed typology of online revenge behaviors that identifies the differential factors affecting this behavior in terms of triggers, channels, and emotional outcomes across two countries: Jordan and Britain. Based on a qualitative approach from a sample of Jordanian and British customers who had previously committed acts of online revenge (N = 73), this study identified four main types of online avengers: materialistic, ego-defending, aggressive, and rebellious. The findings show that British consumers were motivated by core service malfunction failures and employee failures. In contrast, Jordanian consumers’ acts of revenge were triggered by wasta service failures and contract breach failures. Moreover, Jordanian consumers tended to employ more aggressive and sometimes illegal ways to get revenge, whereas British consumers often used social media platforms and review websites. The findings have implications for the prevalence of online consumer revenge acts and for extending theoretical understanding of why and how consumers employ the Internet for revenge after a service failure in addition to how to respond to each avenger.


Obeidat, Z., Xiao, S., al Qasem, Z., al dweeri, R., & Obeidat, A. (2018). Social media revenge: A typology of online consumer revenge. Journal of Retailing and Consumer Services, 24, 239-255.

Journal Article Type Article
Acceptance Date Sep 19, 2018
Online Publication Date Sep 27, 2018
Publication Date Nov 1, 2018
Deposit Date Sep 27, 2018
Publicly Available Date Mar 27, 2020
Journal Journal of Retailing and Consumer Services
Print ISSN 0969-6989
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 24
Pages 239-255
Public URL


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