Naslov
What's so funny? Humor in Social Media Advertising

Autori
Krištof, Tomislav ; Knežević Kaurin, Nada ; Zurak, Sara

Vrsta, podvrsta
Radovi u časopisima, znanstveni

Izvornik
Oeconomicus (2022)

Status rada
Prihvaćen

Ključne riječi
Humor, Digital Marketing, Digital Advertising, Social Media

Sažetak
Extensive presence of social media, the ease of use and constant presence of devices through which one consumes the content (smartphones) enables brands almost constant touch with their users. It has been shown that the combination of humor usage and the ease of consuming marketing contents on social media has a positive effect on content interaction and consequently direct user toward conversion. It is important to emphasize that the communication has to be of high quality, it is important that it has a clear call to action from the user after the content is consumed. Humor in marketing communication has to be directed toward the target audience content and style wise. It also has to less sophisticated and has to avoid a demanding cognitive effort to comprehend it. Also, the type of humor has to be in harmony with the nature of the product, service and brand to avoid that the humor becomes a goal and not the mean. This always represent a risk for humor to become repulsive toward the target audience.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Psihologija, Interdisciplinarne društvene znanosti

POVEZANOST RADA