Playfulness in Online Marketing: Challenges and Opportunities

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Author(s): Taina Vuorela (Oulu University of Applied Sciences, Oulu, Finland), Sari Alatalo (Oulu University of Applied Sciences, Oulu, Finland)and Eeva-Liisa Oikarinen (University of Oulu, Oulu, Finland)
Copyright: 2022
Pages: 15
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch052

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.

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Playfulness in Online Marketing: Challenges and Opportunities

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