Does Humour Enhance Facebook Users’ Responses? Study of the Impact of Humour on Customers’ Engagement
Main Article Content
Keywords
Humour, Engagement, Need for humour, Facebook, Tunisian context
Abstract
In a context of overabundance of information on social media, the challenge for an organization is to stand out and to create a link with its target. A Facebook page is a means for a company to federate the users around communities and to drive their engagement. The objective of this research is to test the effect of the use of humour in Facebook posts on perception, attitude and intention of engagement of social media users. An experimental study was conducted on a sample of fans of a Facebook page where we manipulated absence/presence of humour, and humour types. Results show a positive effect of perceived humour on attitude toward the publication, which influences the Facebook user’s intention to engage. Need for humour does not moderate the effect of humour on the attitude and the results do not reveal any difference between the types of humour tested.
Downloads
Download data is not yet available.
References
Alden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. Journal of Marketing, 57(2), 64–75. https://doi.org/10.2307/1252027
Alharthi, A. (2014). Humor and culture. International Journal of Humanities and Cultural Studies, 1(3), 119–130. https://doi.org/10.7592/EJHR2021.9.4.580
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. https://doi.org/10.1016/j.jbusres.2014.09.035
Barry, J. M., & Graça, S. S. (2018). Humor effectiveness in social video engagement. Journal of Marketing Theory and Practice, 26(1-2), 158–180. https://doi.org/10.1080/10696679.2017.1389247
Berger, J. & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205. https://doi.org/10.1509/jmr.10.0353
Blank, T. J. (2013). The last laugh: Folk humor, celebrity culture, and mass-mediated disasters in the digital age. University of Wisconsin Press. https://uwpress.wisc.edu/books/5104.htm
Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs, 13(2), 160–171. https://doi.org/10.1002/pa.1471
Brown, M. R., Bhadury, R .K., Nigel, K., & Pope, L. I. (2010). The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39(1), 49–65. https://doi.org/10.2753/JOA0091-3367390104
Burns, K. S., & Lutz, R. J. (2006). The Function of Format: Consumer Responses to Six On-Line Advertising Formats. Journal of Advertising, 35(1), 53–63. https://doi.org/10.2753/JOA0091-3367350104
Catanescu, C., & Tom, G. (2001). Types of humor in television and magazine advertising. Review of Business — Saint Johns University, 22(1), 92–95. https://scholar.google.com/scholar?hl=fr&as_sdt=0%2C5&q=catanescu+tom&oq=Catanescu
Chin, W. W., & Newsted, P. R. (1999). Structural equation modelling analysis with small samples using partial least squares. In R. H. Hoyle (Ed.), Statistical strategies for small sample research, 307–341. Thousand Oaks, CA: Sage. https://us.sagepub.com/en-us/nam/statistical-strategies-for-small-sample-research/book9183
Chung, H., & Zhao, X. (2003). Humor effect on memory and attitude: moderating role of product involvement. International Journal of Advertising, 22(1), 117–144. https://doi.org/10.1080/02650487.2003.11072842
Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). When does humor enhance or inhibit advertisement responses? The moderating role of the need for humor. Journal of Advertising, 32(3), 31–45. https://doi.org/10.1080/00913367.2003.10639134
Cline, T. W., Kellaris, J. J., & Machleit, K. A. (2011). Consumers’ need for levity in advertising communications. Journal of Marketing Communications, 17(1), 17–35. https://doi.org/10.1080/13527260903090790
Cordina, P., & Fayon, D. (2013). Community management: fédérer des communautés sur les médias sociaux. Pearson Education France. https://www.eyrolles.com/Entreprise/Livre/community-management-9782744065514/
Crawford, H. J., & Gregory, G. D. (2015). Humorous advertising that travels: A review and call for research. Journal of Business Research, 68(3), 569–577. https://doi.org/10.1016/j.jbusres.2014.09.005
Dahlen, M., & Rosengren, S. (2016). If Advertising Won’t Die, What Will It Be? Toward a Working Definition of Advertising. Journal of Advertising, 45(3), 334–345. https://doi.org/10.1080/00913367.2016.1172387
De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211–1228. https://doi.org/10.1016/j.jbusres.2019.12.023.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291–304. https://doi.org/10.1016/j.bushor.2007.01.004
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
Edell, J. A., & Burke, M. C. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14(3), 421–433. https://doi.org/10.1086/209124
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.https://doi.org/10.1007/s11747-008-0096-y
Eisend, M. (2011). How humor in advertising works: A meta-analytic test of alternative models. Marketing Letters, 22(2), 115–132. https://doi.org/10.1007/s11002-010-9116-z
E-marketer. (2021). https://www.emarketer.com/content/facebook-still-accounts-quarter-of-us-digital-ad-spending
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press. https://www.amazon.com/Primer-Soft-Modeling-Frank-Falk/dp/0962262846
Flaherty, K., Weinberger, M. G., & Gulas, C. S. (2004). The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising. Journal of Current Issues & Research in Advertising, 26(1), 25–36. https://doi.org/10.1080/10641734.2004.10505154
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Ge, J. (2019). Social media-based visual humour use in tourism marketing. The European Journal of Humour Research, 7(3), 6–25. https://doi.org/10.7592/EJHR2019.7.3.ge
Ge, J., & Gretzel, U. (2018). Impact of humour on firm-initiated social media conversations. Information Technology & Tourism, 18(1), 61–83. https://doi.org/10.1109/HICSS.2010.412
Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61, 101–107. https://doi.org/10.1093/biomet/61.1.101
Goldstein, J. H., & McGhee, P. E. (Eds) (1972). The psychology of humor: theoretical perspectives and empirical issues. New York: Academic Press, 269–282. https://www.sciencedirect.com/book/9780122889509/the-psychology-of-humor
Gulas, C. S., & Weinberger, M. G. (2006). Humor in advertising: A comprehensive analysis. ME Sharpe. https://books.google.tn/books/about/Humor_in_Advertising.html,?id=DMFS2GsTdO4C&redir_esc=y
Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Consumer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Hatzithomas, L., Zotos, Y., & Boutsouki, C. (2011). Humor and cultural values in print advertising: a cross‐cultural study. International Marketing Review, 28(1), 57–80. https://doi.org/10.1108/02651331111107107
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling: A Multidisciplinary Journal, 17(1), 82–109. https://doi.org/10.1080/10705510903439003
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–320. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hoeffler, T. N., & Schwartz, R. N. (2011). Effects of pacing and cognitive style across dynamic and non-dynamic representations. Computers & Education, 57(2), 1716–1726. https://doi.org/10.1016/j.compedu.2011.03.012
Hussein, A. T., & Aljamili, L. N. (2020). COVID-19 humor in Jordanian social media: A socio-semiotic approach. Heliyon, 6(12). https://doi.org/10.1016/j.heliyon.2020.e05696
Kelly, J. P., & Solomon, P. J. (1975). Humor in television advertising. Journal of Advertising, 4(3), 31–35. https://doi.org/10.1080/00913367.1975.10672594
Kenny, D. A., & Judd, C. M. (1984). Estimating the nonlinear and interactive effects of latent variables. Psychological bulletin, 96(1), 201–210. https://doi.org/10.1037/0033-2909.96.1.201
Kuiper, N. A., Kazarian, S. S., Sine, J., & Bassil, M. (2010). The impact of humor in North American versus Middle East cultures. Europe’s Journal of Psychology, 6(3), 149–173. https://doi.org/10.5964/ejop.v6i3.212
Laineste, L., & Voolaid, P. (2016). Laughing across borders: Intertextuality of internet memes. The European Journal of Humour Research, 4(4), 26–49. http://dx.doi.org/10.7592/EJHR2016.4.4.laineste
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11). https://doi.org/10.1287/mnsc.2017.2902
Lord, K. R., Lee, M. S., & Sauer, P. L. (1995). The combined influence hypothesis: Central and peripheral antecedents of attitude toward the Ad. Journal of Advertising, 24(1), 73–87. https://doi.org/10.1080/00913367.1995.10673469
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Madden, T. J., Allen, C. T., & Twible, J. L. (1988). Attitude toward the Ad: An assessment of diverse measurement indices under different processing sets. Journal of Marketing Research, 25(3), 242–252. https://doi.org/10.1177/002224378802500302
Madden, T. J., & Weinberger, M. G. (1982). The effects of humor on attention in magazine advertising. Journal of Advertising, 11(3), 8–14. https://doi.org/10.1080/00913367.1982.10672806
McGraw, A. P., Warren, C., & Kan, C. (2015). Humorous complaining. Journal of Consumer Research, 41(5), 1153–1171. https://doi.org/10.1086/678904
Meyer, J. C. (2000). Humor as a Double-Edged Sword: Four Functions of Humor in Communication. Communication Theory, 10(3), 310–331. https://doi.org/10.1111/j.1468-2885.2000.tb00194.x
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Sage. https://psycnet.apa.org/record/1995-97407-000
Moalla, A. (2015). Incongruity in the generation and perception of humor on Facebook in the aftermath of the Tunisian revolution, Journal of Pragmatics, 75, 44–52. https://doi.org/10.1016/j.pragma.2014.10.008
Oikarinen, E. L., & Söderlund, M. (2016). The effects of humor in online recruitment advertising. Australasian Marketing Journal, 24(3), 180–186. https://doi.org/10.1016/j.ausmj.2016.02.005
Petter, S. (2018). “Haters Gonna Hate”: PLS and information systems research. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 49(2), 10–13. https://doi.org/10.1145/3229335.3229337
Perdue, B. C., & Summers, J. O. (1986). Checking the success of manipulations in marketing experiments. Journal of Marketing Research, 23(4), 317–326. https://doi.org/10.1177/002224378602300401
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in language increases consumer engagement on social media. Journal of Interactive Marketing, 53(February), 32–46. https://doi.org/10.1016/j.intmar.2020.06.005
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3, SmartPLS GmbH, Boenningstedt. Available at https://www.smartpls.com/
Ruch, W., & Hehl, F. J. (1993). Humor appreciation and needs: Evidence from questionnaire, self-, and peer-rating data. Personality and Individual Differences, 15(4), 433–445. https://doi.org/10.1016/0191-8869(93)90071-A
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Shifman, L. (2007). Humor in the age of digital reproduction: Continuity and change in internet-based comic texts. International Journal of Communication, 1(1), 187–209. https://ijoc.org/index.php/ijoc/article/view/11
Shifman, L. (2012). An anatomy of a YouTube meme. New Media & Society, 14(2), 187–203. https://doi.org/10.1177/1461444811412160
Shifman, L., & Blondheim, M. (2010). The medium is the joke: Online humor about and by networked computers. New Media & Society, 12(8), 1348–1367. https://doi.org/10.1177/1461444810365311
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Speck, P. S. (1987). On humor and humor in advertising (Volumes I and II). Texas Tech University. https://www.proquest.com/openview/f4290e4bb8de6cb744b33906c43b3299/1?pq-origsite=gscholar&cbl=18750&diss=y
Speck, P. S. (1991). The humorous message taxonomy: A framework for the study of humorous ads. Current Issues and Research in Advertising, 13(1-2), 1–44. https://doi.org/10.1080/01633392.1991.10504957
Statista. (2022a). https://www.statista.com/statistics/269333/distribution-of-global-advertising-expenditure/ (Accessed 26 January 2022).
Statista. (2022b). https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ (Accessed 26 January 2022).
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–133. https://doi.org/10.1111/j.2517-6161.1974.tb00994.x
Taecharungroj, V., & Nueangjamnong, P. (2015). Humour 2.0: Styles and types of humour and virality of memes on Facebook. Journal of Creative Communications, 10(3), 288–302. https://doi.org/10.1177/0973258615614420
Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135
Warren, C., Barsky, A., & McGraw, A. P. (2018). Humor, comedy, and consumer behavior. Journal of Consumer Research, 45(3), 529–552. https://doi.org/10.1093/jcr/ucy015
Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35–59. https://doi.org/10.1080/00913367.1992.10673384
Weinberger, M. G., & Gulas, C. S. (2019). The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn? International Journal of Advertising, 38(7), 911–956. https://doi.org/10.1080/02650487.2019.1598831
Weller, L., Amitsour, E., & Pazzi, R. (1976). Reactions to absurd humor by Jews of eastern and western descent. The Journal of Social Psychology, 98(2), 159–163. https://doi.org/10.1080/00224545.1976.9923386
Wetzel, C. G. (1977). Manipulation checks-reply. Representative Research in Social Psychology, 8(2), 88–93. https://www.scopus.com/record/display.uri?eid=2-s2.0-33947378738&origin=inward&txGid=0565c81f5ea996e045d85c3c437f4ebb&featureToggles=FEATURE_NEW_DOC_DETAILS_EXPORT:1
Yeo, S. K., Su, L. Y. F., Cacciatore, M. A., McKasy, M., & Qian, S. (2020). Predicting intentions to engage with scientific messages on Twitter: The roles of mirth and need for humor. Science Communication, 42(4), 481–507. https://doi.org/10.1177/1075547020942512
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15–32. https://doi.org/10.1080/00913367.1996.10673493
Alharthi, A. (2014). Humor and culture. International Journal of Humanities and Cultural Studies, 1(3), 119–130. https://doi.org/10.7592/EJHR2021.9.4.580
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985. https://doi.org/10.1016/j.jbusres.2014.09.035
Barry, J. M., & Graça, S. S. (2018). Humor effectiveness in social video engagement. Journal of Marketing Theory and Practice, 26(1-2), 158–180. https://doi.org/10.1080/10696679.2017.1389247
Berger, J. & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205. https://doi.org/10.1509/jmr.10.0353
Blank, T. J. (2013). The last laugh: Folk humor, celebrity culture, and mass-mediated disasters in the digital age. University of Wisconsin Press. https://uwpress.wisc.edu/books/5104.htm
Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs, 13(2), 160–171. https://doi.org/10.1002/pa.1471
Brown, M. R., Bhadury, R .K., Nigel, K., & Pope, L. I. (2010). The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39(1), 49–65. https://doi.org/10.2753/JOA0091-3367390104
Burns, K. S., & Lutz, R. J. (2006). The Function of Format: Consumer Responses to Six On-Line Advertising Formats. Journal of Advertising, 35(1), 53–63. https://doi.org/10.2753/JOA0091-3367350104
Catanescu, C., & Tom, G. (2001). Types of humor in television and magazine advertising. Review of Business — Saint Johns University, 22(1), 92–95. https://scholar.google.com/scholar?hl=fr&as_sdt=0%2C5&q=catanescu+tom&oq=Catanescu
Chin, W. W., & Newsted, P. R. (1999). Structural equation modelling analysis with small samples using partial least squares. In R. H. Hoyle (Ed.), Statistical strategies for small sample research, 307–341. Thousand Oaks, CA: Sage. https://us.sagepub.com/en-us/nam/statistical-strategies-for-small-sample-research/book9183
Chung, H., & Zhao, X. (2003). Humor effect on memory and attitude: moderating role of product involvement. International Journal of Advertising, 22(1), 117–144. https://doi.org/10.1080/02650487.2003.11072842
Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). When does humor enhance or inhibit advertisement responses? The moderating role of the need for humor. Journal of Advertising, 32(3), 31–45. https://doi.org/10.1080/00913367.2003.10639134
Cline, T. W., Kellaris, J. J., & Machleit, K. A. (2011). Consumers’ need for levity in advertising communications. Journal of Marketing Communications, 17(1), 17–35. https://doi.org/10.1080/13527260903090790
Cordina, P., & Fayon, D. (2013). Community management: fédérer des communautés sur les médias sociaux. Pearson Education France. https://www.eyrolles.com/Entreprise/Livre/community-management-9782744065514/
Crawford, H. J., & Gregory, G. D. (2015). Humorous advertising that travels: A review and call for research. Journal of Business Research, 68(3), 569–577. https://doi.org/10.1016/j.jbusres.2014.09.005
Dahlen, M., & Rosengren, S. (2016). If Advertising Won’t Die, What Will It Be? Toward a Working Definition of Advertising. Journal of Advertising, 45(3), 334–345. https://doi.org/10.1080/00913367.2016.1172387
De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211–1228. https://doi.org/10.1016/j.jbusres.2019.12.023.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291–304. https://doi.org/10.1016/j.bushor.2007.01.004
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
Edell, J. A., & Burke, M. C. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14(3), 421–433. https://doi.org/10.1086/209124
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.https://doi.org/10.1007/s11747-008-0096-y
Eisend, M. (2011). How humor in advertising works: A meta-analytic test of alternative models. Marketing Letters, 22(2), 115–132. https://doi.org/10.1007/s11002-010-9116-z
E-marketer. (2021). https://www.emarketer.com/content/facebook-still-accounts-quarter-of-us-digital-ad-spending
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press. https://www.amazon.com/Primer-Soft-Modeling-Frank-Falk/dp/0962262846
Flaherty, K., Weinberger, M. G., & Gulas, C. S. (2004). The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising. Journal of Current Issues & Research in Advertising, 26(1), 25–36. https://doi.org/10.1080/10641734.2004.10505154
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Ge, J. (2019). Social media-based visual humour use in tourism marketing. The European Journal of Humour Research, 7(3), 6–25. https://doi.org/10.7592/EJHR2019.7.3.ge
Ge, J., & Gretzel, U. (2018). Impact of humour on firm-initiated social media conversations. Information Technology & Tourism, 18(1), 61–83. https://doi.org/10.1109/HICSS.2010.412
Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61, 101–107. https://doi.org/10.1093/biomet/61.1.101
Goldstein, J. H., & McGhee, P. E. (Eds) (1972). The psychology of humor: theoretical perspectives and empirical issues. New York: Academic Press, 269–282. https://www.sciencedirect.com/book/9780122889509/the-psychology-of-humor
Gulas, C. S., & Weinberger, M. G. (2006). Humor in advertising: A comprehensive analysis. ME Sharpe. https://books.google.tn/books/about/Humor_in_Advertising.html,?id=DMFS2GsTdO4C&redir_esc=y
Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Consumer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Hatzithomas, L., Zotos, Y., & Boutsouki, C. (2011). Humor and cultural values in print advertising: a cross‐cultural study. International Marketing Review, 28(1), 57–80. https://doi.org/10.1108/02651331111107107
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling: A Multidisciplinary Journal, 17(1), 82–109. https://doi.org/10.1080/10705510903439003
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–320. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hoeffler, T. N., & Schwartz, R. N. (2011). Effects of pacing and cognitive style across dynamic and non-dynamic representations. Computers & Education, 57(2), 1716–1726. https://doi.org/10.1016/j.compedu.2011.03.012
Hussein, A. T., & Aljamili, L. N. (2020). COVID-19 humor in Jordanian social media: A socio-semiotic approach. Heliyon, 6(12). https://doi.org/10.1016/j.heliyon.2020.e05696
Kelly, J. P., & Solomon, P. J. (1975). Humor in television advertising. Journal of Advertising, 4(3), 31–35. https://doi.org/10.1080/00913367.1975.10672594
Kenny, D. A., & Judd, C. M. (1984). Estimating the nonlinear and interactive effects of latent variables. Psychological bulletin, 96(1), 201–210. https://doi.org/10.1037/0033-2909.96.1.201
Kuiper, N. A., Kazarian, S. S., Sine, J., & Bassil, M. (2010). The impact of humor in North American versus Middle East cultures. Europe’s Journal of Psychology, 6(3), 149–173. https://doi.org/10.5964/ejop.v6i3.212
Laineste, L., & Voolaid, P. (2016). Laughing across borders: Intertextuality of internet memes. The European Journal of Humour Research, 4(4), 26–49. http://dx.doi.org/10.7592/EJHR2016.4.4.laineste
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11). https://doi.org/10.1287/mnsc.2017.2902
Lord, K. R., Lee, M. S., & Sauer, P. L. (1995). The combined influence hypothesis: Central and peripheral antecedents of attitude toward the Ad. Journal of Advertising, 24(1), 73–87. https://doi.org/10.1080/00913367.1995.10673469
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Madden, T. J., Allen, C. T., & Twible, J. L. (1988). Attitude toward the Ad: An assessment of diverse measurement indices under different processing sets. Journal of Marketing Research, 25(3), 242–252. https://doi.org/10.1177/002224378802500302
Madden, T. J., & Weinberger, M. G. (1982). The effects of humor on attention in magazine advertising. Journal of Advertising, 11(3), 8–14. https://doi.org/10.1080/00913367.1982.10672806
McGraw, A. P., Warren, C., & Kan, C. (2015). Humorous complaining. Journal of Consumer Research, 41(5), 1153–1171. https://doi.org/10.1086/678904
Meyer, J. C. (2000). Humor as a Double-Edged Sword: Four Functions of Humor in Communication. Communication Theory, 10(3), 310–331. https://doi.org/10.1111/j.1468-2885.2000.tb00194.x
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Sage. https://psycnet.apa.org/record/1995-97407-000
Moalla, A. (2015). Incongruity in the generation and perception of humor on Facebook in the aftermath of the Tunisian revolution, Journal of Pragmatics, 75, 44–52. https://doi.org/10.1016/j.pragma.2014.10.008
Oikarinen, E. L., & Söderlund, M. (2016). The effects of humor in online recruitment advertising. Australasian Marketing Journal, 24(3), 180–186. https://doi.org/10.1016/j.ausmj.2016.02.005
Petter, S. (2018). “Haters Gonna Hate”: PLS and information systems research. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 49(2), 10–13. https://doi.org/10.1145/3229335.3229337
Perdue, B. C., & Summers, J. O. (1986). Checking the success of manipulations in marketing experiments. Journal of Marketing Research, 23(4), 317–326. https://doi.org/10.1177/002224378602300401
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in language increases consumer engagement on social media. Journal of Interactive Marketing, 53(February), 32–46. https://doi.org/10.1016/j.intmar.2020.06.005
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3, SmartPLS GmbH, Boenningstedt. Available at https://www.smartpls.com/
Ruch, W., & Hehl, F. J. (1993). Humor appreciation and needs: Evidence from questionnaire, self-, and peer-rating data. Personality and Individual Differences, 15(4), 433–445. https://doi.org/10.1016/0191-8869(93)90071-A
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Shifman, L. (2007). Humor in the age of digital reproduction: Continuity and change in internet-based comic texts. International Journal of Communication, 1(1), 187–209. https://ijoc.org/index.php/ijoc/article/view/11
Shifman, L. (2012). An anatomy of a YouTube meme. New Media & Society, 14(2), 187–203. https://doi.org/10.1177/1461444811412160
Shifman, L., & Blondheim, M. (2010). The medium is the joke: Online humor about and by networked computers. New Media & Society, 12(8), 1348–1367. https://doi.org/10.1177/1461444810365311
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Speck, P. S. (1987). On humor and humor in advertising (Volumes I and II). Texas Tech University. https://www.proquest.com/openview/f4290e4bb8de6cb744b33906c43b3299/1?pq-origsite=gscholar&cbl=18750&diss=y
Speck, P. S. (1991). The humorous message taxonomy: A framework for the study of humorous ads. Current Issues and Research in Advertising, 13(1-2), 1–44. https://doi.org/10.1080/01633392.1991.10504957
Statista. (2022a). https://www.statista.com/statistics/269333/distribution-of-global-advertising-expenditure/ (Accessed 26 January 2022).
Statista. (2022b). https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ (Accessed 26 January 2022).
Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–133. https://doi.org/10.1111/j.2517-6161.1974.tb00994.x
Taecharungroj, V., & Nueangjamnong, P. (2015). Humour 2.0: Styles and types of humour and virality of memes on Facebook. Journal of Creative Communications, 10(3), 288–302. https://doi.org/10.1177/0973258615614420
Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135
Warren, C., Barsky, A., & McGraw, A. P. (2018). Humor, comedy, and consumer behavior. Journal of Consumer Research, 45(3), 529–552. https://doi.org/10.1093/jcr/ucy015
Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35–59. https://doi.org/10.1080/00913367.1992.10673384
Weinberger, M. G., & Gulas, C. S. (2019). The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn? International Journal of Advertising, 38(7), 911–956. https://doi.org/10.1080/02650487.2019.1598831
Weller, L., Amitsour, E., & Pazzi, R. (1976). Reactions to absurd humor by Jews of eastern and western descent. The Journal of Social Psychology, 98(2), 159–163. https://doi.org/10.1080/00224545.1976.9923386
Wetzel, C. G. (1977). Manipulation checks-reply. Representative Research in Social Psychology, 8(2), 88–93. https://www.scopus.com/record/display.uri?eid=2-s2.0-33947378738&origin=inward&txGid=0565c81f5ea996e045d85c3c437f4ebb&featureToggles=FEATURE_NEW_DOC_DETAILS_EXPORT:1
Yeo, S. K., Su, L. Y. F., Cacciatore, M. A., McKasy, M., & Qian, S. (2020). Predicting intentions to engage with scientific messages on Twitter: The roles of mirth and need for humor. Science Communication, 42(4), 481–507. https://doi.org/10.1177/1075547020942512
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15–32. https://doi.org/10.1080/00913367.1996.10673493
Article Sidebar
Published
Jun 18, 2022
Article Details
How to Cite
Smaoui, F., Choura, F., Abassi, M. W., & Zouaoui, H. (2022). Does Humour Enhance Facebook Users’ Responses? Study of the Impact of Humour on Customers’ Engagement. Journal of Telecommunications and the Digital Economy, 10(2), 147–172. https://doi.org/10.18080/jtde.v10n2.509
Issue
Section
Special Issue: Digital Technologies and Innovation
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright Telecommunications Association Inc.
Author Biographies
Fatma Smaoui, University of Tunis, ISG Tunis, LARIME Lab.
Dr. Fatma Smaoui, Associate Professor at Institut Supérieur de Gestion de Tunis (ISG), University, of Tunis – Tunisia for more than 25 years.. She holds a PhD in Marketing, University of Strasbourg France. She was a Research Associate Professor (ou associate researcher) at Ecole Supérieure de Commerce d’Amiens- France and she taught several marketing courses at Ecole Supérieure des Affaires de Lille – France and at Paris Sud University. Her major research topics are Country-of-origin, Branding, Consumer culture theory, Consumption experience, and Consumer social responsibility. She publishes her research works in several journals, Qualitative Market Research: An International Journal, Journal of Macromarketing, Journal of Product and Brand Management and Micro & Macro Marketing. She also collaborated with Management Consulting Firms and Training and Consultancy firms in Tunisia.
Fatma Choura, University of Tunis El Manar, ISI Tunis, LIGUE Lab.
Dr. Fatma Choura is an associate professor in Institut Supérieur d'Informatique (ISI), University Tunis Manar Tunisia for more than 15 years. She is teaching diverse marketing topics such as Marketing management, Digital marketing, Marketing researche etC. Her major research domain is digital marketing and communication. She published in reviews such as Journal of Marketing Management.
Mohamed Wassim Abassi, Digital advertising agency
Mohamed Wassim Abassi is currently a senior accountant manager at a digital advertising agency in Tunisia. He is working in the domain of digital communication for more than 6 years as a marketing manager, community manager and accountant manager. He holds a Marketing masters degree from Institut Supérieur de Gestion de Tunis, Tunisia.
Hela Zouaoui, University of Tunis, ISG Tunis, LARIME Lab.
Hela Zouaoui a a doctor in marketing. She is teaching diverse marketing courses in different business schools in Tunisia (ISG de Tunis, TBS, ESB, ...). Her major research interest turns around consumer behavior, mainly Consumer Culture Theory (CCT). She published in Advances in consumer Research and in Research Consumer Behavior series book.
