Browsing Science in Marketing by Subject "Consumer Engagement"

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BRAND HUMOUR ADVERTISEMENTS ON A SOCIAL NETWORK PLATFORM AND ITS IMPACT ON ONLINE CONSUMER ENGAGEMENT: THE CASE OF INSTAGRAM

AKBAR, TOOBA ALI (2021 , Master Thesis)
Past studies on humour have predicted that the right kind of humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour ...