Laughing off cyber spoofing: the role of self-deprecating humor in enhancing celebrities’ interpersonal likeability

BMC Psychol. 2025 May 13;13(1):501. doi: 10.1186/s40359-025-02841-7.

ABSTRACT

BACKGROUND: Given the increasing prevalence of cyber spoofing and satire targeting public figures, understanding the psychological and social effects of self-deprecating humor can provide valuable insights into its effectiveness as a coping strategy.

METHODS: Studies 1a (N = 183) and 1b (N = 198) manipulated self-deprecating humor and examined its effect on interpersonal liking using within-participant and between-participant designs, respectively. Study 2 (N = 205) explored the moderating role of social distance and Study 3 (N = 274) investigated the mediating role of perceived forgiveness in the distant condition.

RESULTS: The results showed that using self-deprecating humor as a coping strategy increased the celebrity’s interpersonal likeability (Study 1). Moreover, self-deprecating humor was more effective in the distant condition than in the close condition (Study 2) and may enhance interpersonal liking through perceived forgiveness (Study 3).

CONCLUSIONS: These findings suggest that self-deprecating humor can serve as an effective strategy for celebrities to navigate cyber spoofing, particularly when addressing a distant audience. The study highlights the role of social distance and perceived forgiveness in shaping audience responses, offering practical implications for celebrity image management on social media.

PMID:40361205 | DOI:10.1186/s40359-025-02841-7