How does the humorous community climate promote consumer engagement? The mediating role of social capital and the moderating role of heterogeneity

Purpose This study aims to explore the impact of the humor climate in online brand communities on consumer engagement behavior, as well as the roles played by social capital, value heterogeneity and information heterogeneity in this process. Design/methodology/approach This study, which included a sample of 637 respondents from mobile phone and sportswear online brand communities in 27 countries, was conducted to test the research hypothesis through structural equation modeling. Findings The results revealed that the humor climate in online brand communities can promote consumer engagement behavior and that community engagement has a positive effect on consumer brand engagement. Social capital partially mediates the relationship between the humorous community climate and community engagement. Information heterogeneity negatively and value heterogeneity positively moderate the relationship between the humor climate and social capital. Research limitations/implications The insights provided by this study are useful for enhancing consumer brand engagement with a humorous atmosphere in online brand communities. Brand managers can provide a wider range of experiences on the basis of emotional relationships, increase consumers’ social capital and promote brand engagement. Practical implications The insights provided by this study are useful for enhancing consumer brand engagement with the humor climate in online brand communities. Brand managers can provide a wider range of experiences based on emotional relationships, increase consumers’ social capital and promote brand engagement. Originality/value To the best of the authors’ knowledge, this is the first study to explore the impact of the humor climate in online brand communities on consumer engagement, the mediating role of social capital and the moderating effects of heterogeneity, all of which increase the understanding of consumer engagement.