What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word of Mouth Intentions, and Purchase Intentions, With the Need for Humor Playing a Moderating Role

Abstract

Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecommunications companies in Indonesia needs to be researched. Background Problems: This research aims to narrow the phenomenon by investigating the effect of humorous advertisements with the need for humor as a moderating role on consumers’ attitudes, consumers’ intent to purchase, and their word of mouth intention. Novelty: By adding the need for humor in a moderating role, and the word of mouth intention as an endogenous variable, this research aims to extend the existing models of humorous advertising’s effectiveness. Research Methods: The research was designed to focus on consumers who can be classified as young adults (18 to 34 years old) and are not users of the mobile SIM card brands that the ad they perceived as funny ones. The researcher conducted a survey with a five point Likert scale, an online questionnaire, and purposive sampling as the primary data collection methods. Finding/Results: The result shows that although a humorous advertisement has a significant impact on the attitude toward the advertisement and the word of mouth intention, the humorous advertisement has no significant impact on the attitude toward the brand and the consumers’ intent to purchase. The need for humor failed to moderate the relationship between the humorous advertisement and the attitude toward the advertisement in this study. Conclusion: The researcher concludes that the impact of a humorous advertisement was limited to only entertaining the consumers, and to encourage their word of mouth intention, not their purchase intention.

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

“…This study support previous studies from Weinberger & Gulas, (1992). Nikolinakou & King (2018), Petrescu et al (2016), Primanto & Dharmmesta (2019), Wu et al (2018) that claimed that humorous appeals not only to entertain the consumers so they would perceive advertisement attitude positively but also the willingness to share advertising. Lance & Guy (2006) added that the most successful viral advertisements in the last decade are ads that contain humorous content.…”

“…The result of this study was consistent with previous studies conducted by Petrescu et al (2016), Sung (2016) which states that informative advertising has a positive effect on attitude toward advertising and viral intentions. Primanto & Dharmmesta (2019) added that rather than humor content, the use of informative appeals appears to be more effective for a highrisk product because consumers tend to be more engaged, involved, and requires extensive thought when evaluating a high-risk product.…”

“…Nikolinakou & King (2018), Petrescu et al (2016), Wu et al (2018) added that humorous appeals positively associated with the willingness to share advertising. To sum up, Primanto & Dharmmesta (2019) concluded that the impact of humorous advertisement not only to entertain the consumers so they would perceive advertisement attitude positively but also influences on word of mouth intention especially since the most successful viral advertisements in the last decade are ad that contains humorous content (Lance & Guy, 2006). H1a: Humor advertising has a positive effect on viral intentions.…”

Strategi Pengembangan Usaha Dan Peningkatan Kinerja Dalam Menghadapi Era Digital Pada Umkm Café Tirtasari Kota Padang

“…Pemasar langsung dapat menggunakan sejumlah saluran untuk menjangkau calon pelanggan perorangan, seperti surat langsung, pemasaran katalog, telemarketing, dan situs web. Perusahaan sering mencari respon terukur, umumnya pesanan pelanggan, melalui pemasaran pesanan langsung (Primanto & Dharmmesta, 2019), (Bagus Nyoman Udayana & Farida, 2019).…”

Consumer response to different advertising appeals: The role of brand value and the perceptual fit of an extended brand for high-involvement products

“…Positive emotional advertising provides strong brand signals and stimulates category-based processing. Also, the absence of specific information from extensions in advertisements will cause the audience to only use existing cues such as brand names, perceived parent brand quality, and perceived fit to evaluate extensions (Klink & Smith, 2001;Primanto & Dharmmesta, 2019).…”