Humor Use in Response to Negative Publicity
The use of humor in brands' social media communication has become prevalent. This research explores the effectiveness of humor in responding to negative feedback on social media and the underlying mechanism of perceived norm violations. The results provide important implications for the brands managing customer relationships online.
Citation:
Ying Yu, Li Huang, Ping Qing, and Tong Chen (2021) ,"Humor Use in Response to Negative Publicity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 898-898.
Authors
Ying Yu, Huazhong agricultural university
Li Huang, Hofstra University
Ping Qing, Huazhong agricultural university
Tong Chen, Huazhong agricultural university
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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