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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
(Journal of Indonesian Economy and Business, 2019-09-23)
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 ...