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

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    Rana_Computers_in_Human_Behavior.pdf (678.1Kb)
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    Publication date
    2020-03
    Author
    Obeidat, Z.M.
    Algharabat, R.S.
    Alalwan, A.A.
    Xiao, S.H.
    Dwivedi, Y.K.
    Rana, Nripendra P.
    Keyword
    Social media
    Revenge
    Social presence
    Narcissism
    Interactivity
    Consumer
    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
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/18119
    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
    https://doi.org/10.1016/j.chb.2019.106170
    Type
    Article
    Collections
    Management and Law Publications

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