ISTRAŽIVANJE EFEKATA UPOTREBE HUMORA U ONLAJN OGLAŠAVANJU
Ključne reči:
Marketing, humor, onlajn oglašavanje, marketinški apeli, humor u oglašavanju
Apstrakt
Među postojećim marketing apelima koji se koriste u oglašivačkim strategijama, apel na humor ostaje jedan od učestalijih. Poznate firme, brendovi pa i pojedinci su našli način da upotrebom humora privuku pažnju potrošača i zainteresuju ih za svoje proizvode i usluge. U ovom radu se istražuje efekat upotrebe humora u onlajn oglašavanju i ispituje se stav potrošača prema istom. Cilj rada jeste da se utvrdi kako potrošači reaguju na primenu humora u onlajn oglašavanju i da li je ovo trend koji bi trebalo da se nastavi.
Reference
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[3] Banerjee, A. (2023). Neuromarketing: The Emerging Science of Marketing Research in Consumer Behaviour. Gradiva Review Journal.
[4] Kim, C., Gyu Jeon, H., & Chang Lee, K. (2020). Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing. Sustainability.
[5] Juračić, J. (2022). Emocionalni apeli u oglašavanju. Varaždin: Sveučilište Sjever.
[6] Šijaković, L. (2019). Apeli u oglašavanju. Pula: Sveučilište Jurja Dobrile.
[7] Järvinen, M. (2013). Humor as a marketing communications tool: A case of a Finnish e-retailer. Oulu: Oulu University of Applied Sciences.
[8] Gürkaynak, N., Burcu Uçel, E., & Günerer, M. (2011). Is laughter, as the best medicine, the remedy for crisis’ pain? Use of humor in marketing communications. African Journal of Business Management.
[9] Nahid, Z., & Alipoor, A. (2022). The effect of happiness and humor onimproving immune system function: A narrative review study. International Journal of Health Sciences.
[10] Ramya, N., & Mohamed Ali, D. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research.
[11] Ziyi Ng, Z., & Quin Yow, W. (2022). AN AGE-RELATED POSITIVITY EFFECT IN HUMOR: AN ASIAN CONTEXT. Innovation in Aging.
[12] Madhavan, M., & Kaliyaperumal, C. (2015). Consumer Buying Behavior - An Overview Of Theory and Models. St. Theresa Journal of Humanities and Social Sciences.
[13] Manfredi, M., Yumi Nakao Morello, L., Marques, L. M., & Boggio, P. S. (2022). When humor is a matter of heart: Effects on emotional state and interbeat interval. Social Neuroscience.
[14] Çayak, S., & Erduran Tekin, Ö. (2023). Investigation of the Relationship between Humor Use and Psychological Resilience of Mothers with Special Needs Children. International Journalof Research in Education and Science.
[15] Eisend, M. (2022). The influence of humor in advertising: Explaining the effectsof humor in two‐sided messsages. Psychology and Marketing.
[16] Petrovska, I., & Bundaleska, E. (2015). Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising. Journal of Management Research.
Objavljeno
2024-08-03
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
