Investigate the Impacts of Humor on Advertisement Effectiveness via Social Media Marketing

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 consumers 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.