NARCISSISM AND ONLINE REVENGE BEHAVIOUR BY CONSUMERS

Abstract

This study investigates the connection between narcissism and online revenge behaviors among social media users, with a particular focus on young adults aged 20 to 30. With the emergence of platforms like Facebook, Instagram, and YouTube, individuals now have more avenues to express themselves and engage with others. Unfortunately, these platforms can also encourage negative behaviors, especially among individuals with specific personality traits, like narcissism. Narcissism is a condition characterized by excessively high self-esteem, a constant desire for praise, and a tendency to perceive oneself as superior to others. These characteristics can result in negative online actions, including cyberbullying, harassment, and revenge strategies. The main goal of the study was to investigate how narcissism is expressed on the internet and whether it leads to acts of revenge or aggression on social media platforms. The project analyzed psychological theories, previous studies, and concrete models of online behavior. The study also involved a survey that focused on individuals between the ages of 20 and 30, as this demographic is highly engaged on social media platforms. The feedback provided by the participants allowed the researchers to examine the presence of narcissistic traits and their impact on online interactions. The findings indicate that individuals with narcissistic tendencies are more inclined to participate in actions that facilitate gaining attention and admiration from others. For instance, they frequently share pictures of themselves, showcase their accomplishments, and meticulously curate their online presence. Some individuals go to great lengths to edit their photos or create an unrealistic portrayal of their achievements in order to receive validation. They are highly attuned to the responses they receive on their social media posts, and if they don't receive enough likes or positive comments, they may experience feelings of rejection. This rejection can lead to revenge actions, where they engage in online attacks or humiliations to regain a sense of control or superiority. Surprisingly, the study found that narcissistic tendencies frequently emerge during early childhood. One of the primary factors is the way parents raise their children. If parents excessively praise their children or make them feel superior to others, they may develop the belief that they are entitled to special privileges. Conversely, when children do not receive enough warmth and emotional support from their parents, they may turn to seeking approval from others, which can contribute to the development of narcissism. As children mature and become more involved in social media, these characteristics are intensified due to the continuous cycle of seeking validation and comparing themselves to others. The study also revealed that individuals with narcissistic tendencies are more prone to participating in online bullying. Frequently lacking empathy and overly concerned with their own image, they are quick to belittle others if it boosts their own self-esteem. Cyberbullying and online revenge serve as means to safeguard their fragile self-esteem or retaliate against individuals who do not appreciate them. The absence of direct interaction and anonymity on social media platforms provide individuals with a sense of freedom to engage in inappropriate behavior without facing immediate repercussions. Nevertheless, the study also reveals that not all individuals with narcissistic traits engage in harmful behaviors. In fact, a significant portion of survey respondents stated that they refrained from engaging in online retaliation and did not perceive themselves as better than others. It was also discovered that some individuals actively reported abusive content and actively opposed cyberbullying. This demonstrates an increasing understanding and that many individuals recognize their duties as responsible digital citizens.