Let's Laugh About It! Using Humor to Address Complainers' Online Incivility.

This article investigates the effectiveness of companies’ use of affiliative humor—a nonhostile form of humor that laughs with complainers—to address customer incivility on social media, defined as rude or disrespectful complaints. Through three main scenario-based experiments across different service sectors, the research finds that observers (other customers) exhibit greater purchase intentions and engagement (likes and shares) when companies respond humorously to uncivil complaints compared to civil ones. When complaints are civil, accommodative recovery tactics (e.g., apologies) are more effective in generating positive observer reactions than humor. The study explains these effects using benign violation theory, which posits that humor is perceived as more benign and amusing when observers feel less committed to uncivil complainers, thereby increasing positive brand evaluations. These findings suggest that humor can be a strategic tool for firms to manage incivility on social media, enhancing observer engagement and purchase intentions when used appropriately, while accommodative responses remain preferable for civil complaints.