Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1824
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dc.contributor.authorSimranjeet Kaur-
dc.contributor.authorDheeraj Nim-
dc.date.accessioned2023-10-14T16:46:31Z-
dc.date.available2023-10-14T16:46:31Z-
dc.date.issued2022-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1824-
dc.description.abstractHumor is anything that is funny or is intended to be funny. Humor is a fundamental social communication ingredient used profusely in advertising worldwide. Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising ; 71 articles were found with studies on both humor and attitude towards the ads. After scrutiny and systematic review, only 13 studies were included in the final study. The random effect model was used for the effect size because the studies belonged to different populations. Baujat plot was used to detect the studies causing heterogeneity. It was found that there was a large amount of variance in studies included in the analysis.en_US
dc.language.isoen_USen_US
dc.publisherIndian Journal of Marketingen_US
dc.subjectmeta-analysisen_US
dc.subjectattitude towards aden_US
dc.subjectsystematic reviewen_US
dc.subjecthumor,en_US
dc.subjecthumor in advertisingen_US
dc.subjectmarketingen_US
dc.titleRelationship Between Humor in Advertising and Attitude Towards Ads : A Meta-Analysisen_US
dc.typeArticleen_US
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