Reklamlarda Mizah, Güven ve Müdahalecilik İlişkisi

Öz

Bu çalışmanın temel amacı, tüketicilerin reklamlardaki mizahi algılarının reklamlara yönelik tutumlar üzerindeki etkisini araştırmaktır. Yüzlerce yıldır, tüketicilerin ürünlere ve markalara karşı tutumlarını etkilemek için reklam kullanılmaktadır. Burada temel amaç, deneme ve satın alma eğilimi yaratarak, ikna yoluyla tüketicilerin algısını oluşturmaktır. Mizah, satın alma kararlarını etkileyen en etkili unsurlardan biridir. Bir reklamın mizahiliği, tüketicilerin mizah anlayışı üzerinde doğrudan ve dolaylı etkilere sahip olabilir ve reklamlara yönelik tutumları etkiler. Analiz sonuçları, mizah duygusunun bir reklamın mizahilik algısını olumlu yönde etkilediğini göstermektedir. Ayrıca güven, reklama yönelik tutumu olumlu etkilerken, reklamın mizahi algısı, reklamlara yönelik tutumu olumlu yönde etkilemektedir.

Anahtar Kelimeler

• Mizah
• Müdahalecilik
• Güven
• Reklam

The Relationship of Humor, Trust, and Intrusiveness in Advertising

Öz

The main purpose of this study is to investigate the effects of consumers’ perceptions of humorous advertising in ads. For hundreds of years, advertising has affected consumers’ attitudes toward products and brands. The main goal is to induce consumers’ perception through persuasion by creating a tendency to try and buy. Humor is one of the most effective elements influencing purchase decisions. The humorousness of an ad may have direct and indirect effects on consumers’ sense of humor and impacts attitudes toward ads. Analysis results suggest that a sense of humor positively affects the perception of the humorousness of an advertisement. Also, trust positively affects attitudes toward advertising, while the perception of ad humorousness positively affects attitudes toward ads.

Kaynakça

1. Ahlgren, P., and Colliander, C. 2009 “Document–document similarity approaches and science mapping: Experimental comparison of five approaches”, Journal of Informetrics, 3(1), 49-63.
2. Alden, D. L., Mukherjee, A., & Hoyer, W. D. 2000. The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising 29(2), 1-15.
3. Andreev, P., Heart, T., Maoz, H., & Pliskin, N. (2009). Validating formative partial least squares (PLS) models: methodological review and empirical illustration.
4. Androutsopoulos, J. 2008. Potentials and limitations of discourse-centred online ethnography. Language@ internet, 5(8). Baer, J., & Kaufman, J. C. 2005. Bridging generality and specificity: The amusement park theoretical (A.P.T.) model of creativity. Roeper review 27(3), 158-163.
5. Bagozzi, R.P. and Yi, Y., 1988. On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
6. Beard, F. K. 2008. Advertising and audience offense: The role of intentional humor. Journal of marketing communications, 14(1), 1-17.
7. Bone, P.F., Sharma, S. and Shimp, T.A., 1989. A bootstrap procedure for evaluating goodness-of-fit indices of structural equation and confirmatory factor models. Journal of Marketing Research 105-111.
8. Boyd, B., 2004. Laughter and literature: A play theory of humor. Philosophy and literature, 28(1), 1-22.

9. Broillet, A., Dubosson, M., & Trabichet, J. P. (2008, July). An Internet based distribution strategy of luxury products and services grounded on qualitative Web discourse analysis. In 2008 IEEE International Professional Communication Conference (pp. 1-7). IEEE.
10. Cacioppo, J. T., Marshall-Goodell, B. S., Tassinary, L. G., & Petty, R. E. (1992). Rudimentary determinants of attitudes: Classical conditioning is more effective when prior knowledge about the attitude stimulus is low than high. Journal of experimental social psychology, 28(3), 207-233.
11. Celuch, K., & Slama, M. (1998). Critical thinking as an integrative theme for teaching lifelong learning skills in marketing. Marketing Education Review, 8(3), 1-12.
12. Cepeda-Carrion, G., Cegarra-Navarro, J. G., & Cillo, V. (2019). Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management. Journal of Knowledge Management.
13. Chang, W. Y., & Chang, I. Y. (2014). The influences of humorous advertising on brand popularity and advertising effects in the tourism industry. Sustainability, 6(12), 9205-9217.
14. Chang, Y. Y., & Bandyopadhyay, S. 2014. The impact of American advertising humor on Taiwanese consumers. The International Business & Economics Research Journal 13(1), 93-102.
15. Chapman, A.J. and Chapman, W.A., 1974. Responsiveness to humor: Its dependency upon a companion’s humorous smiling and laughter. The Journal of Psychology, 88(2), 245-252.
16. Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466-476.
17. Chen, G.H. and Martin, R.A., 2007. A comparison of humor styles, coping humor, and mental health between Chinese and Canadian university students.
18. Chen, J., Yang, X., & Smith, R. E. 2016. The effects of creativity on advertising wear-in and wear-out. Journal of the Academy of Marketing Science 44(3), 334-349.
19. Cheng, M., Edwards, D., Darcy, S., & Redfern, K. 2018. A tri-method approach to a review of adventure tourism literature: Bibliometric analysis, content analysis, and a quantitative systematic literature review. Journal of Hospitality & Tourism Research, 42(6), 997-1020.
20. Cheong, Y., Kim, K. and Zheng, L., 2010. Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the U.S. Asian Journal of Communication, 20(1), 1-16.
21. Chik, M. P., Molloy, G. N., & Leung, C. S. (2005). Incongruity as a Universal Component of Humor Appreciation: Some Hong Kong Data. Australian Journal of Educational & Developmental Psychology, 5, 40-54.
22. Chung, H., & Zhao, X. 2011. The effects of humor on ad processing: Mediating role of brand familiarity. Journal of Promotion Management, 17(1), 76-95.
23. Churchill Jr, G. A. 1979. A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
24. Clancy, R. B., Herring, M. P., & Campbell, M. J. (2017). Motivation measures in sport: A critical review and bibliometric analysis. Frontiers in psychology, 8, 348.
25. Cline, T. W., & Kellaris, J. J. 2007. The influence of humor strength and humor—message relatedness on ad memorability: A dual process model. Journal of Advertising, 36(1), 55-67.
26. Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). When does humor enhance or inhibit ad responses?-the moderating role of the need for humor. Journal of Advertising, 32(3), 31-45.
27. Cline, T. W., Machleit, K. A., & Kellaris, J. J. (1999). Is there a need for levity. In Proceedings of Society for Consumer Psychology 1998 Winter Conference, 155-57.
28. Cline, T.W., Kellaris, J.J. and Machleit, K.A., 2011. Consumers’ need for levity in advertising communications. Journal of Marketing Communications, 17(01), 17-35.
29. Coltman, T., Devinney, T. M., Midgley, D. F., & Venaik, S. (2008). Formative versus reflective measurement models: Two applications of formative measurement. Journal of Business Research, 61(12), 1250-1262.
30. Crawford, H. J., & Gregory, G. D. 2015. Humorous advertising that travels: A review and call for research. Journal of Business Research, 68(3), 569-577.
31. De Houwer, J., Thomas, S. and Baeyens, F., 2001. Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning. Psychological Bulletin, 127(6), p. 853.
32. De Pelsmacker, P., & Geuens,M. 1998. Reactions to different types of ads in Belgium and Poland. International Marketing Review 15(4), 277-290.
33. Derbaix, C., & Pecheux, C. (2003). A new scale to assess children’s attitude toward TV advertising. Journal of Advertising Research, 43(4), 390-399.
34. Dezecache, G. and Dunbar, R.I., 2012. Sharing the joke: the size of natural laughter groups. Evolution and Human Behavior, 33(6), 775-779.
35. Djambaska, A., Petrovska, I. and Bundaleska, E., 2015. Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising. Journal of Management Research, 8(1), 18-36.
36. Dowling, J. S., & Fain, J. A. 1999. A multidimensional sense of humor scale for school-aged children: Issues of reliability and validity. Journal of Pediatric Nursing 14(1), 38-43.
37. Duncan, C. P. 1979. Humor in advertising: A behavioral perspective. Journal of the Academy of Marketing Science, 7(3), 285-306.
38. Duncan, Calvin P., and James E. Nelson 1985. Effects of humor in a radio advertising experiment. Journal of Advertising 14(2), 33-64.
39. Eisend, M. 2009. A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science 37(2), 191-203.
40. Eisend, M. 2011. How humor in advertising works: A meta-analytic test of alternative models. Marketing letters, 22(2), 115-132.
41. Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender roles and humor in advertising: The occurrence of stereotyping in humorous and non-humorous advertising and its consequences for advertising effectiveness. Journal of advertising, 43(3), 256-273.
42. Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact?. Scientometrics, 105(3), 1809-1831.
43. Elliott, R. (1996). Discourse analysis: exploring action, function and conflict in social texts. Marketing Intelligence & Planning.
44. Flora, D. B., & Flake, J. K. 2017. The purpose and practice of exploratory and confirmatory factor analysis in psychological research: Decisions for scale development and validation. Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement 49(2), 78.
45. Fornell, C., & Larcker, D. F. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1), 39-50.
46. Förster, K., & Brantner, C. (2016). Masking the offense? An ethical view on humor in advertising. Journal of Media Ethics, 31(3), 146-161.
47. Fugate, D. L. 1998. The advertising of services: what is an appropriate role for humor? Journal of Services Marketing 12(6), 453-472.
48. Galloway, G. 2010. Individual differences in personal humor styles: Identification of prominent patterns and their associates. Personality and Individual Differences 48(5), 563-567.
49. Gim, Gabriel C.; Desa, Nasina Mat; Ramayah, T. (2015). Competitive psychological climate and turnover intention with the mediating role of affective commitment. Procedia-Social and Behavioral Sciences, 172, 658-665.
50. Glaser, B., & Strauss, A. (1967). The discovery of grounded theory. 1967. Weidenfield & Nicolson, London, 1-19.
51. Götz, O., Liehr-Gobbers, K., & Krafft, M. (2010). Evaluation of structural equation models using the partial least squares (PLS) approach. In Handbook of partial least squares (pp. 691-711). Springer, Berlin, Heidelberg.
52. Grace, D., & Griffin, D. 2009. Conspicuous donation behaviour: scale development and validation. Journal of Consumer Behaviour: An International Research Review, 8(1), 14-25.
53. Griese, K. M., Alexandrov, A., Michaelis, C., & Lilly, B. 2018. EXAMINING THE EFFECT OF HUMOR IN ENVIRONMENTALLY-FRIENDLY ADVERTISING. Marketing Management Journal, 28(1).
54. Gulas, C.S. and Weinberger, M.G., 2006. Humor in advertising: A comprehensive analysis. ME Sharpe.
55. Hai-hui, L. I. (2019). Humorous Communication and Comprehension: Manipulation and Epistemic Vigilance. Journal of Literature and Art Studies, 9(7), 691-701.
56. Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
57. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review.
58. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L., 1998. Multivariate data analysis . Uppersaddle River. Multivariate Data Analysis (5th ed) Upper Saddle River.
59. Halkias, G., & Kokkinaki, F. 2013. Increasing advertising effectiveness through incongruity-based tactics: The moderating role of consumer involvement. Journal of Marketing Communications 19(3), 182-197.
60. Hansen, J., Strick, M., van Baaren, R.B., Hooghuis, M. and Wigboldus, D.H., 2009. Exploring memory for product names advertised with humour. Journal of Consumer Behaviour, 8(2‐3), 135-148.
61. Hatzithomas, L., Boutsouki, C., & Zotos, Y. (2016). The role of economic conditions on humor generation and attitude towards humorous TV commercials. Humor, 29(4), 483-505.
62. Hayes, J. L., Golan, G., Britt, B., & Applequist, J. 2020. How advertising relevance and consumer–Brand relationship strength limit disclosure effects of native ads on Twitter. International Journal of Advertising, 39(1), 131-165.
63. Hemetsberger, A., & Reinhardt, C. (2006). Learning and knowledge-building in open-source communities: A social-experiential approach. Management learning, 37(2), 187-214.
64. Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets (pp. 361-381). Springer, Cham.
65. Hoicka, E., Butcher, J., Malla, F., & Harris, P. L. (2017). Humor and preschoolers’ trust: Sensitivity to changing intentions. Journal of experimental child psychology, 154, 113-130.
66. Hopf, C. (2004). Qualitative interviews: An overview. A companion to qualitative research, 203(8).
67. Hu, C. P., Hu, J. M., Deng, S. L. and Liu, Y. 2013. “A co-word analysis of library and information science in China”, Scientometrics, 97(2), pp.369-382.
68. Hughes, L. W., & Avey, J. B. (2009). Transforming with levity: Humor, leadership, and follower attitudes. Leadership & Organization Development Journal.
69. Hutter, Katharina, and Stefan Hoffmann 2011. Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing 5(2), 39-54.
70. Iles, I. A., & Nan, X. 2017. It’s no laughing matter: An exploratory study of the use of ironic versus sarcastic humor in health-related advertising messages. Health Marketing Quarterly 34(3), 187-201.
71. Ivanov, L., Eisend, M., & Bayon, T. (2019). Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor. International Journal of Advertising, 38(7), 979-999.
72. Johnson, A. J., & Mistry, K. 2013. The effect of joke-origin-induced expectancy on cognitive humor. Humor, 26(2), 321-341.
73. Jöreskog, K. G., & Sörbom, D. (1996). LISREL 8: User's reference guide. Scientific Software International.
74. Kampylis, P. G., & Valtanen, J. (2010). Redefining creativity—analyzing definitions, collocations, and consequences. The Journal of Creative Behavior, 44(3), 191-214.
75. Kellaris, J. J., & Cline, T. W. 2007. Humor and ad memorability: On the contributions of humor expectancy, relevancy, and need for humor. Psychology & Marketing, 24(6), 497-509.
76. Kenechukwu, S. A., Asemah, E. S., & Edegoh, L. O. 2013. Behind advertising: The language of persuasion. International Journal of Asian Social Science 3(4), 951-959.
77. Kim, J., Ahn, S. J. G., Kwon, E. S., & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67-76.
78. Kim, J., Bhargava, M. and Ramaswami, S. 2001. Advertising Productivity: Developing an Agenda for Research. International Journal of Advertising 20(4), 431–54.
79. Koneska, L., Teofilovska, J., & Dimitrieska, S. 2017. Humor in Advertising. European Journal of Economics and Business Studies 8(1), 116-123.
80. Krishnan, H. S., & Chakravarti, D. 2003. A process analysis of the effects of humorous advertising executions on brand claims memory. Journal of Consumer Psychology 13(3), 230-245.
81. Kuiper, Nicholas A., Sandra D. McKenzie, and Kristine A. Belanger 1995. Cognitive appraisals and individual differences in sense of humor: Motivational and affective implications. Personality and Individual Differences 19(3), 359-372.
82. Kurtzberg, T. R., Naquin, C. E., & Belkin, L. Y. (2009). Humor as a relationship‐building tool in online negotiations. International Journal of Conflict Management.
83. Laczniak, R. N., & Muehling, D. D. (1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59-74.
84. Lee, Y. H. (2014). How People Respond to Different Types of Humorous Advertising. Journal of Economics, Management and Trade, 1419-1433.
85. Lee, Y. H., & Lim, E. A. C. (2008). What’s funny and what’s not: The moderating role of cultural orientation in ad humor. Journal of advertising, 37(2), 71-84.
86. Lee, Y. H., & Mason, C. 1999. Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of consumer research, 26(2), 156-169.
87. Li, H., Edwards, S. M., & Lee, J. H. 2002. Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising 31(2), 37-47.
88. Limbu, Y. B., Huhmann, B. A., & Peterson, R. T. (2012). An examination of humor and endorser effects on consumers’ responses to direct‐to‐consumer advertising: The moderating role of product involvement. International journal of pharmaceutical and healthcare marketing.
89. Loizou, E., & Kyriakou, M. (2016). Young children’s appreciation and production of verbal and visual humor. Humor, 29(1), 99-124.
90. Lugosi, P., Janta, H., & Watson, P. (2012). Investigative management and consumer research on the internet. International Journal of Contemporary Hospitality Management, 24(6), 838-854.
91. Lussier, B., Grégoire, Y., & Vachon, M. A. (2017). The role of humor usage on creativity, trust and performance in business relationships: An analysis of the salesperson-customer dyad. Industrial Marketing Management, 65, 168-181.
92. Maclaran, P., & Catterall, M. 2002. Researching the social web: marketing information from virtual communities. Marketing Intelligence & Planning.
93. Madden, T. J., and Weinberger M. G. 1984. Humor in advertising: A practitioner view. Journal of Advertising Research 24(4), 23-29.
94. Mak, B.L. and Sockel, H., 2001. A confirmatory factor analysis of I.S. employee motivation and retention. Information & management, 38(5), 265-276.
95. Malhotra, N.K. 2004. Marketing research: An applied orientation (4th Ed.). Upper Saddle River, NJ: Pearson Education Inc.
96. Mardia, K.V., 1974. Applications of some measures of multivariate skewness and kurtosis in testing normality and robustness studies. Sankhyā: The Indian Journal of Statistics, Series B. 115-128.
97. Martin, R. A., & Lefcourt, H. M. 1984. Situational Humor Response Questionnaire: Quantitative measure of sense of humor. Journal of personality and social psychology, 47(1), 145.
98. Martin, R.A., Puhlik-Doris, P., Larsen, G., Gray, J. and Weir, K., 2003. Individual differences in uses of humor and their relation to psychological well-being: Development of the Humor Styles Questionnaire. Journal of research in personality, 37(1), 48-75.
99. Martin, Rod A. 2007, The Psychology of Humor: An Integrative Approach, Amsterdam, the Netherlands: Elsevier
100. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387.
101. Mayer, J. M., Kumar, P., & Yoon, H. J. (2019). Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising. International Journal of Advertising, 38(7), 1000-1024.
102. McCullough, L. S., & Taylor, R. K. (1993). Humor in American, British, and German Ads. Industrial Marketing Management, 22(1), 17-28.
103. McIver, J. and Carmines, E.G., 1981. Unidimensional scaling. (Vol. 24). Sage.
104. Meyer, J. C. 2000. Humor as a double-edged sword: Four functions of humor in communication. Communication Theory 10(3), 310-331.
105. Moraga-González, J. L. 2000. Quality uncertainty and informative advertising. International Journal of Industrial Organization, 18(4), 615-640.
106. Mukherjee, A., & Dubé, L. 2012. Mixing emotions: The use of humor in fear advertising. Journal of Consumer Behaviour, 11(2), 147-161.
107. Nguyen, K. D., Nguyen, A. N., & Tran, K. T. (2016, March). The impact of perceived humor in advertisements to consumer’s attitude and purchase intention. In Proceedings of the NIDA International Business Conference 2016− Sustainability in Business (p. 176).
108. Nunnally, J.C. 1978. Psychometric theory (2nd Ed.). New York: McGraw-Hill.
109. Olney, T. J., Holbrook, M. B., & Batra, R. 1991. Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of consumer research, 17(4), 440-453.
110. Peracchio, L. A., & Meyers-Levy, J. (1997). Evaluating persuasion-enhancing techniques from a resource-matching perspective. Journal of Consumer Research, 24(2), 178-191.
111. Pérez, F. J. D. 2000. Sperber and Wilson’s relevance theory and its applicability to advertising discourse: evidence from British press advertisements. Atlantis, 37-50.
112. Phillips, B. J. 1997. Thinking into it: Consumer interpretation of complex advertising images. Journal of advertising, 26(2), 77-87.
113. Picard, D., & Blanc, N. 2013. Need for humor scale: Validation with French children. Psychological reports, 112(2), 502-518.
114. Porter, L. and Golan, G.J., 2006. From subservient chickens to brawny men: A comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6(2), 30-38.
115. Piskorska, A. 2014. A relevance-theoretic perspective on humorous irony and its failure. Humor, 27(4), 661-685.
116. Polyorat, K., Alden, D. L., & Kim, E. S. (2007). Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement. Psychology & Marketing, 24(6), 539-554.
117. Porter, L. and Golan, G.J., 2006. From subservient chickens to brawny men: A comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6(2), 30-38.
118. Primanto, A. B., & Dharmmesta, B. S. (2019). 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. Journal of Indonesian Economy and Business, 34(2), 117.
119. Rappaport, S. D. (2007). Lessons from online practice: new advertising models. Journal of Advertising Research, 47(2), 135-141.
120. Ravikumar, S., Agrahari, A. and Singh, S. N. 2015. “Mapping the intellectual structure of scientometrics: A co-word analysis of the journal Scientometrics (2005–2010)”, Scientometrics, 102(1), 929-955.
121. Raykov, T. and Widaman, K.F., 1995. Issues in applied structural equation modeling research. Structural Equation Modeling: A Multidisciplinary Journal, 2(4), 289-318.
122. Rehman, S. N., and Brooks Jr., J. R. 1987. Attitudes toward television advertisements for controversial products. Journal of Health Care Marketing 7(3), 78-83.
123. Riecken, G., & Hensel, K. (2012). Using humor in advertising: When does it work?. Southern Business Review, 37(2), 27-37.
124. Rigdon, E.E., 1994. Demonstrating the effects of unmodeled random measurement error. Structural Equation Modeling: A Multidisciplinary Journal, 1(4), 375-380.
125. Ringle, C. M., Da Silva, D., & de Souza Bido, D. (2014). Modelagem de equações estruturais com utilização do SmartPLS. Revista Brasileira de Marketing, 13(2), 56-73.
126. Rokaya, M., Atlam, E., Fuketa, M., Dorji, T. C. and Aoe, J. I. 2008. “Ranking of field association terms using co-word analysis”, Information Processing & Management, 44(2), 738-755.
127. Rößner, A., Kämmerer, M., & Eisend, M. (2017). Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor. International Journal of Advertising, 36(1), 190-205.
128. Ruch, W. (1992). Assessment of appreciation of humor: Studies with the 3 WD humor test. Advances in personality assessment, 9, 27-75.
129. Rybas, N., & Gajjala, R. (2007, September). Developing cyberethnographic research methods for understanding digitally mediated identities. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research (Vol. 8, No. 3).
130. Sabri, O., & Michel, G. 2014. When Do Advertising Parodies Hurt?. Journal of Advertising Research, 54(2) 233-247.
131. Sandlin, J. A. (2007). Netnography as a consumer education research tool. International Journal of Consumer Studies, 31(3), 288-294.
132. Sarstedt, M., Henseler, J., & Ringle, C. M. (2011). Multigroup analysis in partial least squares (PLS) path modeling: Alternative methods and empirical results. In Measurement and research methods in international marketing. Emerald Group Publishing Limited.
133. Schermelleh-Engel, K., Moosbrugger, H. and Müller, H., 2003. Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online 8(2), 23-74.
134. Schumacker, R.E. and Lomax, R.G., 2004. A beginner’s guide to structural equation modeling. Psychology Press.
135. Shabbir, H., & Thwaites, D. 2007. The use of humor to mask deceptive advertising: It’s no laughing matter. Journal of Advertising 36(2), 75-85.
136. Shen, Y. C., & Chen, T. C. 2006. When East meets West: the effect of cultural tone congruity in ad music and message on consumer ad memory and attitude. International Journal of Advertising, 25(1), 51-70.
137. Sitz, L. (2008). Beyond semiotics and hermeneutics. Qualitative Market Research: an international journal.
138. Smit, E. G., Van Meurs, L., & Neijens, P. C. 2006. Effects of advertising likeability: A 10-year perspective. Journal of Advertising Research 46(1), 73-83.
139. Soh, H., Reid, L. N., & King, K. W. (2007). Trust in different advertising media. Journalism & Mass Communication Quarterly, 84(3), 455-476.
140. Sohn, D., & Choi, S. M. 2014. Measuring expected interactivity: Scale development and validation. new media & society, 16(5), 856-870.
141. Sohn, D., Ci, C., & Lee, B. K. 2007. The moderating effects of expectation on the patterns of the interactivity-attitude relationship. Journal of Advertising, 36(3), 109-119.
142. Speck, P.S., 1991. The humorous message taxonomy: A framework for the study of humorous ads. Current issues and research in advertising, 13(1-2), 1-44.
143. Spielmann, N., & Richard, M. O. (2013). How captive is your audience? Defining overall advertising involvement. Journal of Business Research, 66(4), 499-505.
144. Stewart, David W., and David H. Furse. Effective television advertising: A study of 1000 commercials. Lexington Books, 1986.
145. Strick, M., Van Baaren, R. B., Holland, R. W., & Van Knippenberg, A. 2009. Humor in advertisements enhances product liking by mere association. Journal of Experimental Psychology: Applied, 15(1), 35.
146. Sweldens, S., Van Osselaer, S. M., & Janiszewski, C. (2010). Evaluative conditioning procedures and the resilience of conditioned brand attitudes. Journal of consumer Research, 37(3), 473-489.
147. Taylor, C. R., Bonner, P. G., & Dolezal, M. 2002. In C. R. Taylor (Ed.), Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter. New Directions in International Advertising Research, 12, 137-149.
148. Thorson, J. A., & Powell, F. C. 1991. Measurement of sense of humor. Psychological Reports, 69(2), 691-702.
149. Thorson, J. A., & Powell, F. C. 1993. Development and validation of a multidimensional sense of humor scale. Journal of clinical psychology 49(1), 13-23.
150. Ting, H., Chuah, F., Cheah, J., Memon, M. A., & Yacob, Y. (2015). Revisiting Attitude towards Advertising, its Antecedent and Outcome: A Two-Stage Approach using PLS-SEM. International Journal of Economics & Management, 9(2).
151. Van Dijk, T. A. (1997). Discourse as social interaction (Vol. 2). Sage.
152. Van Doorslaer, L., & Gambier, Y. (2015). Measuring relationships in translation studies. On affiliations and keyword frequencies in the translation studies bibliography. Perspectives, 23(2), 305-319.
153. Van Raan, A. F. (2014) “Advances in bibliometric analysis: research performance assessment and science mapping”, Bibliometrics. Use and Abuse in the Review of Research Performance, 17-28.
154. Venkatesh, S., and Senthilkumar, N. 2015. Humor In Advertising: A Review on Use of Television Radio and Print Advertising Media. International Journal of Business and Administration Research Review, 2(9), 198-206.
155. Vranica, S. 2009. Bud to strike note of pragmatism. Wall Street Journal. Eastern Edition, 253(13). B6.
156. Walther, E., Nagengast, B., & Trasselli, C. (2005). Evaluative conditioning in social psychology: Facts and speculations. Cognition & Emotion, 19(2), 175-196.
157. Wang, M., Zou, H., Zhang, W., & Hou, K. (2019). Emotional intelligence and subjective well-being in Chinese university students: the role of humor styles. Journal of Happiness Studies, 20(4), 1163-1178.
158. Wang, Y., Lu, S., Liu, J., Tan, J., & Zhang, J. (2019). The Influence of Culture on Attitudes Towards Humorous Advertising. Frontiers in psychology, 10, 1015.
159. Wanzer, M., Booth‐Butterfield, M., & Booth‐Butterfield, S. (1995). The funny people: A source‐orientation to the communication of humor. Communication Quarterly, 43(2), 142-154.
160. Warren, C., Barsky, A., & Mcgraw, A. P. 2018. Humor, comedy, and consumer behavior. Journal of Consumer Research, 45(3), 529-552.
161. Warren, C., Carter, E. P., & McGraw, A. P. (2019). Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes. International Journal of Advertising, 38(7), 1025-1045.
162. Weinberger, M. G., & Gulas, C. S. 1992. The impact of humor in advertising: A review. Journal of Advertising 21(4), 35-59.
163. Weinberger, M. G., Spotts, H., Campbell, L., & Parsons, A. L. 1995. The use and effect of humor in different advertising media. Journal of Advertising Research, 35(3), 44-57.
164. Wilkins, J. and Eisenbraun, A.J., 2009. Humor theories and the physiological benefits of laughter. Holistic nursing practice, 23(6), 349-354.
165. Williams, M., & Emich, K. J. 2014. The experience of failed humor: Implications for interpersonal affect regulation. Journal of business and psychology, 29(4), 651-668.
166. Woltman Elpers, J.L., Mukherjee, A. and Hoyer, W.D., 2004. Humor in television advertising: A moment-to-moment analysis. Journal of Consumer Research, 31(3), 592-598.
167. Xu, J. B., & Wu, M. Y. 2018. Netnography as a new research method in tourism studies: a bibliometric analysis of journal articles (2006–2015). In Handbook of Research Methods for Tourism and Hospitality Management. Edward Elgar Publishing.
168. Xu, Z., & Zhou, Y. 2013. Relevance Theory and Its Application to Advertising Interpretation. Theory & Practice in Language Studies, 3(3).
169. Yoon, H. J., & Lee, Y. J. 2019. Gender differences in arousal priming effects on humora advertising. International Journal of Advertising, 38(3), 383-404.
170. Yoon, H. J., & Tinkham, S. F. (2013). Humorous threat persuasion in advertising: The effects of humor, threat intensity, and issue involvement. Journal of Advertising, 42(1), 30-41.
171. Yoon, H.J., 2015. Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation. Journal of Advertising, 44(2), 126-139.
172. Yus, F. 2003. Humor and the search for relevance. Journal of pragmatics, 35(9), 1295-1331.
173. Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of advertising, 25(1), 15-32.
174. Zhang, Y., & Zinkhan, G. M. 2006. Responses to humorous ads: Does audience involvement matter?. Journal of Advertising, 35(4), 113-12.