Marketing managers increasingly monitor their company's online reputation and respond to online consumer reviews on various digital platforms. The current literature provides valuable insights into effectively initiating management response (MR) to negative reviews. However, research on how companies should respond to positive reviews is limited, despite their prevalence in MR practice. In this study, we postulate that using humor in MR for positive reviews can be an effective response strategy to enhance positive attitudinal and behavioral responses. Drawing on parasocial interaction theory, we conducted a field investigation and two experimental studies to demonstrate that humorous ( vs. humorless) MRs to positive reviews fostered perceived parasocial interaction between prospective consumers and brands, which enhanced brand attitude and purchase intention. Furthermore, the proposed effects were stronger for consumers with communal norms than for those with exchange norms. This research advances the emerging literature on MR to consumer reviews of different valences and suggests important guidelines for effective MRs.

中文翻译：

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幽默在管理层对消费者正面评价的反应中的作用

营销经理越来越多地监控公司的在线声誉，并对各种数字平台上的在线消费者评论做出回应。当前的文献为有效启动管理层对负面评论的回应 (MR) 提供了宝贵的见解。然而，关于公司应该如何回应正面评价的研究是有限的，尽管它们在 MR 实践中很普遍。在这项研究中，我们假设在 MR 中使用幽默进行正面评价可以成为一种有效的反应策略，以增强积极的态度和行为反应。利用准社会互动理论，我们进行了实地调查和两项实验研究，以证明幽默（与无幽默）MR 对正面评价促进了潜在消费者和品牌之间感知到的准社会互动，从而提升品牌态度和购买意愿。此外，对于具有公共规范的消费者而言，建议的效果要强于具有交换规范的消费者。这项研究将新兴的 MR 文献推进到消费者对不同价态的评论，并提出了有效 MR 的重要指南。