Studia i Prace WNEiZ US

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ISSN: 2450-7733     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2016.43/2-09
CC BY-SA   Open Access   CEEOL

Issue archive / nr 43/2 2016
(Building brand engagement in social media by means of humor)

Authors: Małgorzata Karpińska-Krakowiak
Uniwersytet Łódzki
Keywords: building brands in social media humor social media consumer engagement
Year of publication:2016
Page range:10 (95-104)
Klasyfikacja JEL: M30 D10
Cited-by (Crossref) ?:


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.
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