RESEARCHING THE EFFECTS OF HUMOR USE IN ONLINE ADVERTISING
DOI:
https://doi.org/10.24867/27GI14IvosevicKeywords:
Мarketing, humor, online advertising, marketing appeals, humor in advertisingAbstract
Among existing marketing appeals which are utilized in advertising strategies the humor appeals remains quite common. Famous companies, brands as well as individuals have found a way to use humor as a means of attracting consumer attention and raise their interest for their products and services. This paper explores the effect of humor use in online advertising and analyzes the attitude of consumers towards it. The aim of this paper is to determine how consumers react to the use of humor in online advertising and inspects whether this is a trend that should continue.
References
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[3] Banerjee, A. (2023). Neuromarketing: The Emerging Science of Marketing Research in Consumer Behaviour. Gradiva Review Journal.
[4] Kim, C., Gyu Jeon, H., & Chang Lee, K. (2020). Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing. Sustainability.
[5] Juračić, J. (2022). Emocionalni apeli u oglašavanju. Varaždin: Sveučilište Sjever.
[6] Šijaković, L. (2019). Apeli u oglašavanju. Pula: Sveučilište Jurja Dobrile.
[7] Järvinen, M. (2013). Humor as a marketing communications tool: A case of a Finnish e-retailer. Oulu: Oulu University of Applied Sciences.
[8] Gürkaynak, N., Burcu Uçel, E., & Günerer, M. (2011). Is laughter, as the best medicine, the remedy for crisis’ pain? Use of humor in marketing communications. African Journal of Business Management.
[9] Nahid, Z., & Alipoor, A. (2022). The effect of happiness and humor onimproving immune system function: A narrative review study. International Journal of Health Sciences.
[10] Ramya, N., & Mohamed Ali, D. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research.
[11] Ziyi Ng, Z., & Quin Yow, W. (2022). AN AGE-RELATED POSITIVITY EFFECT IN HUMOR: AN ASIAN CONTEXT. Innovation in Aging.
[12] Madhavan, M., & Kaliyaperumal, C. (2015). Consumer Buying Behavior - An Overview Of Theory and Models. St. Theresa Journal of Humanities and Social Sciences.
[13] Manfredi, M., Yumi Nakao Morello, L., Marques, L. M., & Boggio, P. S. (2022). When humor is a matter of heart: Effects on emotional state and interbeat interval. Social Neuroscience.
[14] Çayak, S., & Erduran Tekin, Ö. (2023). Investigation of the Relationship between Humor Use and Psychological Resilience of Mothers with Special Needs Children. International Journalof Research in Education and Science.
[15] Eisend, M. (2022). The influence of humor in advertising: Explaining the effectsof humor in two‐sided messsages. Psychology and Marketing.
[16] Petrovska, I., & Bundaleska, E. (2015). Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising. Journal of Management Research.
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Published
2024-08-03
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Section
Industrial Engineering and Management
