Effects of humor climate within online brand community. Issue 7 (23rd June 2021)

• Record Type: Journal Article
• Authors: Yang, Shuang; Cai, Jian; Tu, Hongwei
• Is Part Of: Marketing intelligence & planning. Volume 39:Issue 7(2021)
• Page Start: 909
• Page End: 923
• Publication Date: 2021-06-23
• Subjects: Online brand community humor climate -- Value cocreation -- Consumer behavior -- Positive emotions -- Brand engagement -- Membership duration; 658.83
• DOI: 10.1108/MIP-10-2020-0457
• Languages: English
• ISSNs: 0263-4503

Abstract

Abstract : 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 engagement and the moderating effect of membership duration. Design/methodology/approach: The authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and applied structural equation modeling to analyze the data. Findings: The authors found a positive relationship between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones. Practical implications: This research contributes toward OBC management and VCC marketing strategy for constructing brand equity. Originality/value: This study is among the first to focus on the significance of the OBC humor climate, thus enriching the OBC literature and providing a new perspective on how to facilitate VCC behavior. It also broadens the application of the affective events theory in marketing.