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Humor on social media can be a fantastic tactic for brands to engage their audience. It is now widespread for brands to use humor in their online interactions with customers. But brands also periodically respond humorously to other brands' content on social media. Some brands, like Wendy’s and Burger King, have become extremely popular for their repetitive use of humor against other brands.
Read MoreThe impact of loyalty programs on customer retention was investigated in this study. Concomitantly, the mediating effects of brand association and customer satisfaction between loyalty programs and customer retention were also tested in three ways, in parallel, distinct, and sequential through a series of structural models. The study focuses on the Malaysian national car sector, and empirical data was collected from 313 Malaysian national cars users through convenience sampling.
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