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.

doi:10.1016/j.chb.2019.106170

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.

Authors

Z.M. Obeidat

R.S. AlGharabat

A.A. Alalwan

Professor Sarah Xiao hong.xiao@durham.ac.uk
Professor

Y.K. Dwivedi

N.P. Rana

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
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

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Publisher Licence URL
http://creativecommons.org/licenses/by-nc-nd/4.0/

Copyright Statement
© 2019 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/