How Humor Reduces the Impact of Negative Feedback on Social Media
通过三项研究，发现幽默回应负面事件比非幽默回应更能获得消费者好感，且效果受事件可辩护性影响。
The advent of social media has dramatically changed the way consumers communicate with others. How to communicate appropriately with mass audiences on social media has become an urgent topic in crisis communication. This article investigates the use of humor in crisis communication within a social media context. Across three studies using multisource data, the authors find that humorous responses to negative publicity can lead to more favorable consumer responses than nonhumorous responses do. This effect is moderated by the type (defensible vs. not defensible) of negative event. These findings have important implications both theoretically and managerially.