The "Wendy's Effect": How Aggressive Humor Pay Off in Brand-to-Brand Dialogues on Social Media?

Conference paper

Mathieu Béal and Katie Nguyen

AFM, Association Française du Marketing

Congrès de l’Association Française de Marketing (AFM), 41ème (Lille, France, 14/05/2025–16/05/2025)

14/05/2025

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Title: The "Wendy's Effect"
Creators: Mathieu Béal (Author)
Katie Nguyen (Author)
Conference: Congrès de l’Association Française de Marketing (AFM), 41ème (Lille, France, 14/05/2025–16/05/2025)
Publisher: AFM, Association Française du Marketing; Lille
Identifiers: 9917901909453
Academic Unit: MTCI - Marketing, Technology and Customer Insights; Department of Marketing
Language: English
Resource Type: Conference paper
Local Fields: 772672