Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands.
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| Title: | Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands. |
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| Authors: | Béal, Mathieu (AUTHOR) mbeal@em-lyon.com, Lécuyer, Charlotte (AUTHOR), Guitart, Ivan (AUTHOR) |
| Source: | Journal of Interactive Marketing. May2025, Vol. 60 Issue 2, p196-215. 20p. |
| Database: | Business Source Ultimate |
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| ISSN: | 10949968 |
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| DOI: | 10.1177/10949968241266828 |
