...Sphurti Sewak; Jaehoon Lee; Todd C. Haderlie Purpose As memes become an increasingly more common form of communication on social media, brands are beginning to leverage their humorous appeal as a strategy to capture consumer attention. This study aims to examine how brand social media posts...

...Iman Raoofpanah; Chris Groening; Robert Jewell Purpose This paper aims to investigate the influence of humor, usefulness and their interaction in negative online reviews on consumers’ likelihood to revisit third-party review-hosting websites. In addition, the paper investigates the underlying...

... closeness and a more positive evaluation of the target engaged in the self-mocking humor (Cousineau, 2016 ; Yu, 2013). The current study aims to challenge the conventional wisdom that self-mockery may systematically be an effective strategy to build brand closeness, defined as the perceived psychological...