Playfulness in Online Marketing: Challenges and Opportunities

Taina Vuorela, Sari Alatalo and Eeva-Liisa Oikarinen
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Taina Vuorela: Oulu University of Applied Sciences, Oulu, Finland
Sari Alatalo: Oulu University of Applied Sciences, Oulu, Finland
Eeva-Liisa Oikarinen: University of Oulu, Oulu, Finland

International Journal of Innovation in the Digital Economy (IJIDE), 2019, vol. 10, issue 3, 24-36

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.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jide00:v:10:y:2019:i:3:p:24-36

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