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Social media revenge: A typology of online consumer revenge

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  • Obeidat, Zaid Mohammad
  • Xiao, Sarah Hong
  • Qasem, Zainah al
  • dweeri, Rami al
  • Obeidat, Ahmad
Abstract
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.

Suggested Citation

  • Obeidat, Zaid Mohammad & Xiao, Sarah Hong & Qasem, Zainah al & dweeri, Rami al & Obeidat, Ahmad, 2018. "Social media revenge: A typology of online consumer revenge," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 239-255.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:239-255
    DOI: 10.1016/j.jretconser.2018.09.010
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    References listed on IDEAS

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    Cited by:

    1. Weitzl, Wolfgang J. & Einwiller, Sabine A., 2020. "Profiling (un-)committed online complainants: Their characteristics and post-webcare reactions," Journal of Business Research, Elsevier, vol. 117(C), pages 740-753.
    2. Zaid Obeidat & Mohammad Ibrahim Obeidat, 2023. "A typology of Jordanian consumers after Covid‐19: The rational, the suspicious, and the cautious consumer," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 121-139, January.
    3. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Siret, Iris & Sabadie, William, 2022. "Public complaining: A blessing in disguise? Educational calling as a benevolent process that gives consumers voice on brands’ social media," Journal of Business Research, Elsevier, vol. 150(C), pages 476-490.
    5. Yang, Chaofan & Sun, Yongqiang & Shen, Xiao-Liang, 2022. "Beyond anger: A neutralization perspective of customer revenge," Journal of Business Research, Elsevier, vol. 146(C), pages 363-374.

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