Effects of humor climate within online brand community

Purpose This study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand engagement and the moderating effect of membership duration. Design/methodology/approach The authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and...