The Impact of Humor Marketing in Achieving Customer Happiness: An Analytical Study of A Sample of Employees of Three Electrical Appliances Trading Companies (Balsan, Al-Hafdh and Shinon)

Abstract

The current research aims to test the relationship between humor marketing and customer happiness, and to determine the contribution of each dimension in achieving customer happiness. The research also seeks to know the extent to which the researched sample companies depend on humor marketing methods in marketing their products. In other words, the current research aims to provide answers, as to how companies can achieve customer happiness through humor marketing, and to determine the direction and nature of the relationship between the two variables. What distinguishes the research is evident from its use of two variables that were not previously tested together, as far as the researcher’s knowledge. It is also aims to pay attention towards an important marketing method, which is humor marketing and determine the best ways to use it. Three large companies working in the electrical devices market were selected: Balsan, Al-Hafdh, and Shinon. The descriptive analytical approach was adopted in analyzing the results. (82) measurable questionnaires were used as a tool for collecting data. It was presented to a set of appropriate statistical tools and measures for the purpose of analysis. SPSS V.26 and SmartPLS programs were used in analyzing the data to reach the results. In its conclusion, the research found that the researched companies have been careful in their application of humor marketing one has to be super-cautious with this type of marketing lest a well-meant massage be misunderstood as an implode sick joke or obscenity. According the said companies have applied a constructiveness of humor, whether in advertisement, promotion, or direct contact with potential customers.