What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word Of Mouth Intentions, and Purchase Intentions, With The Need for Humor Playing a Moderating Role

Primanto, Alfian Budi; Dharmmesta, Basu Swastha

dc.contributor.author	Primanto, Alfian Budi
dc.contributor.author	Dharmmesta, Basu Swastha
dc.date.accessioned	2021-11-09T03:10:38Z
dc.date.available	2021-11-09T03:10:38Z
dc.date.issued	2019-09-23
dc.identifier.issn	2338-5847
dc.identifier.uri	http://journal.ugm.ac.id/jieb
dc.identifier.uri	http://repository.unisma.ac.id/handle/123456789/2418
dc.description	[ARCHIVES] Copyright Article From : Journal of Indonesian Economy and Business	en_US
dc.description.abstract	Introduction: Even though there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecommunications companies in Indonesia needs to be researched. Background Problems: This research aims to narrow the phenomenon by investigating the effect of humorous advertisements with the need for humor as a moderating role on consumers’ attitudes, consumers’ intent to purchase, and their word of mouth intention. Novelty: By adding the need for humor in a moderating role, and the word of mouth intention as an endogenous variable, this research aims to extend the existing models of humorous advertising’s effectiveness. Research Methods: The research was designed to focus on consumers who can be classified as young adults (18 to 34 years old) and are not users of the mobile SIM card brands that the ad they perceived as funny ones. The researcher conducted a survey with a five point Likert scale, an online questionnaire, and purposive sampling as the primary data collection methods. Finding/Results: The result shows that although a humorous advertise ment has a significant impact on the attitude toward the advertisement and the word of mouth intention, the humorous advertisement has no significant impact on the attitude toward the brand and the consumers’ intent to purchase. The need for humor failed to moderate the relationship between the humorous advertisement and the attitude toward the advertisement in this study. Conclusion: The researcher concludes that the impact of a humorous advertisement was limited to only entertaining the consumers, and to encourage their word of mouth intention, not their purchase intention.	en_US
dc.language.iso	en	en_US
dc.publisher	Journal of Indonesian Economy and Business	en_US
dc.relation.ispartofseries	Journal of Indonesian Economy and Business;Volume 34, Number 2, 2019, 113 – 127
dc.subject	Attitude Toward Advertisement	en_US
dc.subject	Attitude Toward Brand	en_US
dc.subject	Need For Humor	en_US
dc.subject	Purchase Intention	en_US
dc.subject	Word of Mouth Intention	en_US
dc.title	What Happens After They Laugh: How Humorous Advertisements Have an Effect on Consumers’ Attitudes, Word Of Mouth Intentions, and Purchase Intentions, With The Need for Humor Playing a Moderating Role	en_US
dc.type	Article	en_US