BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM

Hatem El-Gohary , Tooba Ali Akbar

كلية الادارة والاقتصاد-جامعة قطر · قطر

الموضوعات

إعلان وعلاقات العامة

الملخص

Past studies on humour have predicted that the right kind of humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour by brands on social media networks. Based on Speck's taxonomy of humour, this research aims to clarify whether online brand humour advertisements using comic wit or satirical humour technique have an impact on consumer engagement on a visual social media platform like Instagram. This thesis analyses the influence of comic wit and satire on product involvement, brand familiarity and gender, and their impact on online consumer engagement on the social network platform. A survey was developed and distributed online and a total of 216 participants from Qatar voluntarily filled out the questionnaire. The data was then analysed using SPSS and Structural Equation Modelling. Results provide evidence that both humour techniques have a significant impact on consumer engagement when product involvement is mediating their relationship. Managerial implications of the results and future research prospects were also discussed.

روابط وملفات

الوثيقة في المستودع الخارجي عرض في AskZad

التعريف والنوع

رقم الوثيقة: fe040d97-5e0c-49cc-a9bb-88639d392db1
رقم العقد: 0
نوع الوسائط: Crawler
نوع المحتوى: الرسائل العلمية
صيغة المصدر: رسائل ماجيستير
نوع الملف: pdf text
أسماء الملفات: 2017966_1.pdf

بيانات النشر

ألقاب المؤلفين: [{"name_ar":" Hatem El-Gohary ","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"Tooba Ali Akbar","title_ar":"اعداد","title_en":"Preparation"}]
اللغة: English

المصدر والدورية

اسم المصدر: BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM

المحتوى والصفحات

عدد الصفحات: 0
كلمات الباحثين: Social Network - Consumer Engagement - Instagram - Brand Humour Advertisements

إشراف وإعداد

الإشراف: Hatem El-Gohary
الإعداد: Tooba Ali Akbar

الاقتباسات الببليوغرافية

APA

Hatem El-Gohary و Tooba Ali Akbar. (2021). BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM. أطروحة(رسائل ماجيستير). كلية الادارة والاقتصاد-جامعة قطر. قطر.

MLA

Hatem El-Gohary و Tooba Ali Akbar. BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM. 2021. كلية الادارة والاقتصاد-جامعة قطر، رسائل ماجيستير.