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Keywords: Positive emotions
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (7): 909–923.
Published: 23 June 2021
...Shuang Yang; Jian Cai; Hongwei Tu Purpose This study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand...
