Self-enhancement and negative word-of-mouth intention: Mediating role of vengeance and moderated mediation model of helping other consumers and gender

The aims of this study were (a) to investigate the mediating role of vengeance in the relationship between self-enhancement and negative word-of-mouth (NWOM) intention, (b) to examine the moderated mediation role of helping other consumers, and (c) to test moderated moderation role of gender. The study employs Process Macro software to achieve research aims with the sample of 767 consumers. The results show that (a) vengeance has a partial mediating role in the relationship between self-enhancement and NWOM intention, (b) helping other consumers has a moderated mediation role in this indirect relationship, and (c) the moderated mediation role of helping other consumers is moderated by gender (difference for females) only in the effect of self-enhancement on vengeance. Research is important to understand the antecedents of NWOM.