MOŻLIWOŚCI KSZTAŁTOWANIA ZAANGAŻOWANIA KONSUMENTÓW WOBEC MARKI W MEDIACH SPOŁECZNOŚCIOWYCH ZA POMOCĄ HUMORU
BUILDING BRAND ENGAGEMENT IN SOCIAL MEDIA BY MEANS OF HUMOR
Author(s): Małgorzata Karpińska-KrakowiakSubject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: building brands in social media; humor; social media; consumer engagement;
Summary/Abstract: Building consumer engagement is one of the most frequently formulated branding objectives in social media and humor is one of the most popular techniques to create an emotional bond between a brand and its buyers. An experimental design was applied to examine the effectiveness of humor in building consumer engagement. The results show that humor can only influence basic cognitive and affective components of engagement, while having no effect on its behavioral dimensions.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2016
- Issue No: 43/2
- Page Range: 95-103
- Page Count: 9
- Language: Polish