The role of humor in marketing

Abstract

This research explores the role of humor in marketing, focusing on its effects on brand perception and consumer engagement. Through an experimental design using two versions of a coffee advertisement—one humorous and one non-humorous—the study analyzes consumer responses, including humor perception, attitude toward the brand, and behavioral intentions. The sample consisted of 88 participants who were randomly assigned to one of the two ad versions. The findings reveal that humorous advertising significantly increases consumer engagement and positively affects brand attitude and purchase intention. The study emphasizes the importance of cultural context in humor perception and offers practical implications for marketers in the Balkan region.