Loading...
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, Nripendra P.
Obeidat, Z.M.
Algharabat, R.S.
Alalwan, A.A.
Xiao, S.H.
Dwivedi, Y.K.
Rana, Nripendra P.
Publication Date
2020-03
End of Embargo
Supervisor
Rights
© 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
15/10/2019
Institution
Department
Awarded
Embargo end date
Collections
Additional title
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.
Version
Accepted manuscript
Citation
Obeidat ZM, Algharabat RS, Alalwan AA et al (2020) Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers. Computers in Human Behavior. 104: 106170.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article