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Can Aggressive Humor Pay Off in Brand-to-Brand Dialogues on Social Media?
Journal article   Peer reviewed

Can Aggressive Humor Pay Off in Brand-to-Brand Dialogues on Social Media?

Mathieu BEAL and Nguyen Nguyen
Journal of Advertising
12/01/2026

Abstract

Humor Brand Brand image social media Marketing
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Béal & Nguyen (2026) - Can Aggressive Humor Pay Off in Brand-to-Brand Dialogues on Social Media, JA1.46 MB
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