The use of humour in social media is a double-edged sword, but luckily, we now have a bit of science to help out.

In this abbreviated episode, Tod speaks with Mathieu Beal, an Assistant Professor of Marketing at Grenoble École de Management in France.

He and his colleagues have just published a paper in the Journal of Interactive Marketing called “Using Humor to Address Complainers’ Online Incivility”.

Want more? The full 24-minute interview is available on our Premium Feed.

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio

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