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Social media revenge : a typology of online consumer revenge.

Obeidat, Z. M. and Xiao, S. H. and al Qasem, Z. and al dweeri, R. and Obeidat, A. (2018) 'Social media revenge : a typology of online consumer revenge.', Journal of retailing and consumer services., 24 . pp. 239-255.


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.

Item Type:Article
Full text:Publisher-imposed embargo until 27 March 2020.
(AM) Accepted Manuscript
First Live Deposit - 28 September 2018
Available under License - Creative Commons Attribution Non-commercial No Derivatives.
File format - PDF
Publisher Web site:
Publisher statement:© 2018 This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Record Created:28 Sep 2018 11:13
Last Modified:28 Sep 2018 11:51

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