Publicação
Exploring the relationship between humor type in memes and brand coolness dimensions
| Resumo: | This study explores the relationship between different types of humor used in internet memes and the different dimensions of brand coolness, and whether attitude toward the meme acts as a mediator for the relationship between the type of meme and brand coolness, in the fast-food market. Humor has increasingly become a key factor in digital communication, specifically meme marketing, where brands use humorous content to connect with their consumers and create more engagement. Thus, this study attempts to understand the relationship that may exist between different types of humor (comparison, exaggeration, and pun) and the perception of brand coolness. The primary data was collected through two questionnaires - a preliminary questionnaire and a main questionnaire, divided into three versions, one for each type of humor – and analyzed using quantitative methods. The results show that humor type significantly influences specific dimensions of brand coolness, with pun and comparison humor showing the strongest effects. However, attitude toward the meme did not mediate this relationship. These findings indicate the importance of the type of humor used when communicating to an audience, since it will influence how the brand is perceived. The study provides practical insights to marketers, highlighting that humor should be used strategically, according to brand identity. |
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| Autores principais: | Dias, Liliana Elisabete Barata |
| Assunto: | Brand coolness Types of humor Attitude toward the ad Meme marketing Fast-food market Tipos de humor Atitude em relação ao anúncio Meme marketing Mercado de fast-food |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This study explores the relationship between different types of humor used in internet memes and the different dimensions of brand coolness, and whether attitude toward the meme acts as a mediator for the relationship between the type of meme and brand coolness, in the fast-food market. Humor has increasingly become a key factor in digital communication, specifically meme marketing, where brands use humorous content to connect with their consumers and create more engagement. Thus, this study attempts to understand the relationship that may exist between different types of humor (comparison, exaggeration, and pun) and the perception of brand coolness. The primary data was collected through two questionnaires - a preliminary questionnaire and a main questionnaire, divided into three versions, one for each type of humor – and analyzed using quantitative methods. The results show that humor type significantly influences specific dimensions of brand coolness, with pun and comparison humor showing the strongest effects. However, attitude toward the meme did not mediate this relationship. These findings indicate the importance of the type of humor used when communicating to an audience, since it will influence how the brand is perceived. The study provides practical insights to marketers, highlighting that humor should be used strategically, according to brand identity. |
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