When customers engage in negative word-of-mouth (nWOM) on social media platforms, their behavior can be motivated by vindictive intentions. While the effects of nWOM have widely been studied, the antecedences, especially in the case of revenge behavior remains unclear. In order to address this issue, we first derive three hypotheses that examine antecedences of vindictive electronic word-of-mouth. Subsequently, we conduct an empirical study with n = 209 individuals to test for person-specific characteristics that influence vindictive electronic word-of-mouth behavior. The results reveal a significant influence of the construct self-expression. However, since the depending construct is latent in nature, it cannot be measured directly. Therefore, secondly, we derive a transitive measurement model using personality trait theory and the big-five inventory. As a result, we yield measure parameters that express an individual’s vindictive behavior tendencies through observable data from social media activities
Papen, Marie-Christin; Göttling, Janine; Heinrich, Kai; Kraus, Lisa; Leyh, Christian; and Siems, Florian, "VINDICTIVE WORD-OF-MOUTH ON SOCIAL MEDIA PLATFORMS – AN EMPIRICAL INVESTIGATION OF DRIVERS AND THEIR MEASUREMENT" (2020). Research Papers. 143.
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