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 applied structural equation modeling to analyze the data. Findings The authors found a positive relationship between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones. Practical implications This research contributes toward OBC management and VCC marketing strategy for constructing brand equity. Originality/value This study is among the first to focus on the significance of the OBC humor climate, thus enriching the OBC literature and providing a new perspective on how to facilitate VCC behavior. It also broadens the application of the affective events theory in marketing.