Impact of Humor Communication Message Elements on Brand Equity Mediator for Customer Relationships A Study on Fast Food Restaurant Customers via the X Platform in Saudi Arabia. The Arab Journal of Administration, Cairo, v. 46, n. 1, p. 83–106, 2026. DOI: 10.21608/aja.2025.356476.1791. Disponível em: https://ajajournal.org/index.php/aja/article/view/689. Acesso em: 30 apr. 2026.