Review paper
Strategically Leveraging Humor in Social Marketing Campaigns
Abstract
Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in...
Paper Details
Title
Strategically Leveraging Humor in Social Marketing Campaigns
Published Date
Jun 2, 2019
Journal
Volume
25
Issue
3
Pages
193 - 208
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