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

Zaid Mohammad Obeidat; Raed Salah AlGharabat; Ali Abdallah Alalwan; Sarah Hong Xiao; Yogesh K. Dwivedi; Nripendra P. Rana

doi:10.1016/j.chb.2019.106170

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

Zaid Mohammad Obeidat^*
, Raed Salah AlGharabat
, Ali Abdallah Alalwan
, Sarah Hong Xiao
, Yogesh K. Dwivedi
, Nripendra P. Rana

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

29 Scopus citations

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.

Original language	English
Article number	106170
Journal	Computers in Human Behavior
Volume	104
DOIs	https://doi.org/10.1016/j.chb.2019.106170
State	Published - Mar 2020
Externally published	Yes

Bibliographical note

Publisher Copyright:
© 2019 Elsevier Ltd

Keywords

Consumer
Interactivity
Narcissism
Revenge
Social media
Social presence

ASJC Scopus subject areas

Arts and Humanities (miscellaneous)
Human-Computer Interaction
General Psychology

Access to Document

10.1016/j.chb.2019.106170

Cite this

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

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{\textquoteright} 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.",

keywords = "Consumer, Interactivity, Narcissism, Revenge, Social media, Social presence",

author = "Obeidat, \{Zaid Mohammad\} and AlGharabat, \{Raed Salah\} and Alalwan, \{Ali Abdallah\} and Xiao, \{Sarah Hong\} and Dwivedi, \{Yogesh K.\} and Rana, \{Nripendra P.\}",

note = "Publisher Copyright: {\textcopyright} 2019 Elsevier Ltd",

year = "2020",

month = mar,

doi = "10.1016/j.chb.2019.106170",

language = "English",

volume = "104",

journal = "Computers in Human Behavior",

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T2 - The moderating role of social presence among Jordanian consumers

AU - Obeidat, Zaid Mohammad

AU - AlGharabat, Raed Salah

AU - Alalwan, Ali Abdallah

AU - Xiao, Sarah Hong

AU - Dwivedi, Yogesh K.

AU - Rana, Nripendra P.

PY - 2020/3

Y1 - 2020/3

N2 - 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.

AB - 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.

KW - Consumer

KW - Interactivity

KW - Narcissism

KW - Revenge

KW - Social media

KW - Social presence

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DO - 10.1016/j.chb.2019.106170

M3 - Article

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SN - 0747-5632

VL - 104

JO - Computers in Human Behavior

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M1 - 106170

ER -

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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