The Role of Humor in Management Response to Positive Consumer Reviews

IF 6.8 1区 管理学 Q1 BUSINESS
Junyun Liao, Chunyu Li, Raffaele Filieri
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引用次数: 6

Abstract

Marketing managers increasingly monitor their company's online reputation and respond to online consumer reviews on various digital platforms. The current literature provides valuable insights into effectively initiating management response (MR) to negative reviews. However, research on how companies should respond to positive reviews is limited, despite their prevalence in MR practice. In this study, we postulate that using humor in MR for positive reviews can be an effective response strategy to enhance positive attitudinal and behavioral responses. Drawing on parasocial interaction theory, we conducted a field investigation and two experimental studies to demonstrate that humorous (vs. humorless) MRs to positive reviews fostered perceived parasocial interaction between prospective consumers and brands, which enhanced brand attitude and purchase intention. Furthermore, the proposed effects were stronger for consumers with communal norms than for those with exchange norms. This research advances the emerging literature on MR to consumer reviews of different valences and suggests important guidelines for effective MRs.
幽默在管理者对积极消费者评价的反应中的作用
营销经理越来越多地监控公司的在线声誉,并在各种数字平台上回应在线消费者的评论。目前的文献提供了有价值的见解,有效地启动管理反应(MR)的负面评论。然而,关于公司应该如何回应积极评价的研究是有限的,尽管它们在MR实践中很普遍。在本研究中,我们假设在MR中使用幽默进行正面评价是一种有效的反应策略,可以增强积极的态度和行为反应。利用副社会互动理论,我们进行了实地调查和两项实验研究,以证明幽默(与无幽默)的积极评价的MRs促进了潜在消费者与品牌之间的感知副社会互动,从而增强了品牌态度和购买意愿。此外,对于有公共规范的消费者,所提出的影响比有交换规范的消费者更强。本研究将磁共振成像的新兴文献推进到不同价的消费者评论,并为有效的磁共振成像提供了重要的指导方针。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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