HCBE Faculty Books and Book Chapters
A typological examination of effective humor for content marketing
Book Title
Not all claps and cheers: Humor in business and society relationships
ORCID ID
James Barry0000-0001-7369-868X
Document Type
Book Chapter
ISBN
9781138243439
Publication Date
2018
Editors
Maon, F., Lindgreen, A., Vanhamme, J., Angell, R.J., Memery, J.
Edition
1
Description
This chapter examines the effectiveness of applying various types of humor to advertising and social content from a derived typology of ten humor types. Interest in this subject stems from the fact that marketers are recognizing the power of connecting with their social audiences through storytelling, heartfelt inspiration, provocation and humor. In particular, humor in advertising dominates entertainment in spot television advertisements and social videos as social media metrics attest to its high performance in attention and engagement.
DOI
https://doi.org/10.4324/9781315277288
Publisher
Routledge Taylor and Francis Group
City
New York, NY
Disciplines
Business
NSUWorks Citation
Barry, James and Graca, Sandra S., "A typological examination of effective humor for content marketing" (2018). HCBE Faculty Books and Book Chapters. 154.
https://nsuworks.nova.edu/hcbe_facbooks/154