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 revenge acts influences other consumers present on social media to do the same. By doing so, this study examines the mediating role of message trustworthiness to better explain the effects of adopting an online avenger message after an online other customer revenge post. The study also investigates the moderating effect of the avenger expertise on this mediated relationship. Moreover, the moderating role of online activation in triggering other consumer’s desire for revenge is also examined. Using SmartPLS on (N=211) Jordanian consumers, the mediating role of the online message trustworthiness is supported. In addition, this indirect effect of message trustworthiness on the path between online other customer revenge on adoption is also stronger when the avenger expertise is perceived to be high. Online activation also moderated the transition from a desire for revenge to online revenge.
Published Version
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