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The other customer online revenge: A moderated mediation model of avenger expertise and message trustworthiness
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Abdullah Mohammed Baabdullah,
Ahmad M. Obeidat ,
Yogesh Dwivedi
Journal of Innovation and Knowledge, Volume: 7, Issue: 4, Start page: 100230
Swansea University Author:
Yogesh Dwivedi
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DOI (Published version): 10.1016/j.jik.2022.100230
Abstract
Based on the Stimulus Organism Response theory, this study develops and tests an integrative model that examines, for the first time in the consumer revenge literature, how online acts of revenge influence other consumers present on social media to do the same. This study examines the mediating role...
| Published in: | Journal of Innovation and Knowledge |
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| ISSN: | 2444-569X |
| Published: |
Elsevier BV
2022
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa60492 |
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| Abstract: |
Based on the Stimulus Organism Response theory, this study develops and tests an integrative model that examines, for the first time in the consumer revenge literature, how online acts of revenge influence other consumers present on social media to do the same. This study examines the mediating role of message trustworthiness to better explain the adoption of an online avenger message by other consumers. The study also investigates the moderating effect of avenger expertise on this mediated relationship. Moreover, the moderating role of online activation in triggering other consumers’ desire for revenge is also examined. Using SmartPLS on 211 Jordanian consumers, support for the mediating role of online message trustworthiness in post adoption is found. In addition, this indirect effect of message trustworthiness on the likelihood of other consumers adopting an online revenge post left by a dissatisfied customer is also stronger when avenger expertise is perceived to be high. In addition, it was found that online activation moderated the transition from a desire for revenge to the act of committing online revenge. |
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| Keywords: |
Other consumers; Revenge; Online activation; Expertise; Trustworthiness |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
4 |
| Start Page: |
100230 |