Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 11 , 13 September 2023
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Access | Article
Investigate the Impacts of Humor on Advertisement Effectiveness via Social Media Marketing
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Abstract
This paper focuses on the impact of humor on advertisement effectiveness via social media marketing. The paper aims to give some inspiration to the social media era from the perspective of marketing. It will first illustrate the difference between social media and traditional media, which provides a good overview of the research. Then, it will mention the measures and the general effects of humor on advertising, like the number of “likes”, “comment” and “reposting”. By combining the previous theories, the study found that the effect of humor marketing can be achieved more on social media, which contains advantages and disadvantages. It also mentions how to increase humor impact social media marketing. In addition, the methodology provides a perspective on the study of types of humorous memes (IV) that will impact the consumer’s willingness to spread the advertisement (DV1). The paper will also indicate the prediction of three types of humor meme ads that influence consumers' willingness to share.
Keywords
humor, advertisement, marketing, social media
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-49-2
- ISBN (Online)
- 978-1-915371-50-8
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/11/20230530
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited