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Keywords: Humorous response
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (8): 2245–2262.
Published: 07 January 2025
... helpfulness and authenticity of online reviews decline when the text and emojis do not match, with processing fluency mediating this effect. Study 2 revealed that humorous responses from firms to reviews with text-emoji mismatches enhance consumers’ perceived authenticity and helpfulness. Study 3 demonstrated...
Includes: Supplementary data
