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Keywords: Self-disparaging humor
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Journal Articles
Journal of Research in Interactive Marketing 1–20.
Published: 07 October 2026
... competitor-disparaging (outward-directed) posts. They are perceived as less mean, partly because they fit better with the brand's personality. Competitor-disparaging humor increases post liking compared to regular non-humorous posts without improving brand evaluation. Self-disparaging humor improves both...
Includes: Supplementary data
