The Influence Of Online Brand Community Humor Atmosphere On Value Co Creation

Humor is a multiple concept involving many disciplines.In recent years,humor has gradually revealed the strong motivation of “humorous atmosphere” in brand marketing.The Weibo of Haier like a “punster” is full of humor,where Haier's fans often call Mr.Haier.The humorous Mr.Haier received “wonderful ideas” from many fans.While actively interacting with users who have ideas,they are forcing industrial production with user creativity.Haier makes positive humor in the community by sharing happiness,jokes and fun with others.In the current era of the Internet economy,online brand communities have become important venues for online marketing,collecting consumer feedback,and brainstorming,whose values created are the new commercial logic for present brand development.Therefore,in addition to attracting the user's attention and stimulating interactive behavior,does the humorous atmosphere of the online brand community promote the creation of value co-creation behavior? What kind of mechanism does the humorous atmosphere influence the value co-creation behavior? What are the types of humorous atmosphere in online brand communities? These are also worth exploring.Based on this,this article takes the humorous atmosphere of the online brand community(affinity / self-improvement)as the pre-variable,the co-creation behavior of the brand community as the outcome variable,the joyful mood and consumer creativity as the mediating variables,and the community attachment degree as the moderating variable.Usingliterature method,questionnaire,chained mediation effect,side-by-side mediation test,the research results show that the humorous atmosphere of the community has a positive effect on the value-creation behavior of online brand communities.Affection,joy and consumer creativity play a side-mediating role between the humorous atmosphere of the community and the co-creation behavior of the brand community value;the degree of community attachment plays a moderating role between the humorous atmosphere of the community and the co-creation behavior of the brand community value.Finally,based on the research results,this article puts forward suggestions on how to create a community humorous atmosphere and promote brand community value co-creation behavior from aspects such as creating a humorous atmosphere,improving consumer happiness and consumer creativity,and comprehensively enhancing value co-creation behavior.Provide the direction of brand marketing theory and practice in China.