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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.
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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PubType: Academic Journal
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  Data: Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands.
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  Data: <searchLink fieldCode="AR" term="%22Béal%2C+Mathieu%22">Béal, Mathieu</searchLink> (AUTHOR)<i> mbeal@em-lyon.com</i><br /><searchLink fieldCode="AR" term="%22Lécuyer%2C+Charlotte%22">Lécuyer, Charlotte</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Guitart%2C+Ivan%22">Guitart, Ivan</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Interactive+Marketing%22">Journal of Interactive Marketing</searchLink>. May2025, Vol. 60 Issue 2, p196-215. 20p.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=184322994
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        Value: 10.1177/10949968241266828
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      – Code: eng
        Text: English
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        PageCount: 20
        StartPage: 196
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      – TitleFull: Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands.
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            NameFull: Béal, Mathieu
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            NameFull: Lécuyer, Charlotte
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            NameFull: Guitart, Ivan
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              M: 05
              Text: May2025
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              Y: 2025
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