Social media revenge: A typology of online consumer revenge

Abstract

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

“…Over the Internet and its platforms, consumers can use a variety of ways to get back at a misbehaving firm, such as status updates, tweets, spamming a company's page with angry messages, creating anticonsumption groups and websites, and hacking (Obeidat et al, 2017). Compared with offline revenge behaviors, online revenge behaviors can generate more publicity due to the perception of their greater reach, control, and risklessness (Obeidat et al, 2018;Tripp & Grégoire, 2011). Recent surveys show that 21 percent of young consumers use online platforms to complain after a service failure and 85 percent actually get revenge (Grant 2013).…”

“…The extant literature on consumer revenge behavior has generally focused either on identifying the forms of revenge behavior in the offline and online context (e.g., Obeidat et al, 2018;Funches et al, 2009), or on the antecedents of consumer revenge behavior (e.g., Grégoire et al, 2010;Grégoire & Fisher, 2008;Bougie et al, 2003) using either a justice theory or cognitive appraisal justifications (e.g., Obeidat et al, 2017;Joireman et al, 2013). Moreover, there is an emerging but limited research that highlights the changes in social and economic conditions, as well as the global expansion and consumer communication technology in collectivist Eastern countries such as China and Jordan, where consumer revenge activities have noticeably increased (Obeidat et al, 2018;Obeidat et al, 2017). However, we know little about the online revenge process and consumers' interaction with social media in Eastern cultures (Hossain et al, 2018;Arora et al, 2019).…”

“…However, we know little about the online revenge process and consumers' interaction with social media in Eastern cultures (Hossain et al, 2018;Arora et al, 2019). Recently, the Jordanian market witnessed an increasing number of online revenge acts among social media platforms with the majority of these acts employing illegal and more aggressive means (e.g., hacking, spamming, SEO manipulations) when compared to other contexts such as Britain, where customers tended to employ legal methods for revenge (e.g., complaints to consumer websites and reviews) (Kapoor et al, 2018;Obeidat et al, 2018). Understanding what drives these young Jordanian consumers to commit online revenge is particularly essential in this day and age, where consumer posts and reviews on social media platforms have become significant predictors of consumers' use and adoption of products and services (Venkatesh, 2003).…”

“…No research has yet studied the influence of factors relating to social media on consumers' online revenge intentions (i.e., social presence, interactivity, and community). Another criticism that can be directed at the literature is the limited attention given to investigating the influence of personality traits on consumer revenge behavior (Obeidat et al, 2018). By examining the impact of certain personality traits such as narcissism, the present study aims also to address this gap in the literature.…”

“…Consequently, this research makes three core contributions. First, literature on consumer revenge behavior mainly focuses on personal perceptions of the service failure (i.e., distributive, interactional, and procedural outcomes) and rarely considers the effect of personal traits that could encourage this behavior, such as narcissism and social presence on online platforms (Obeidat et al, 2018). Second, this research integrates certain online characteristics such as interactivity and community to explain the factors that motivate consumers to seek revenge in an online context.…”