Relationship Between Humor in Advertising and Attitude Towards Ads : A Meta-Analysis

Authors

  •   Simranjeet Kaur Assistant Professor (Management), Arya IMT, Phagwara, Punjab & Research Scholar at Lovely Professional University, Jalandhar - Delhi, Grand Trunk Rd, Phagwara - 144 001, Punjab
  •   Dheeraj Nim Professor and Head, Oriental School of Business Management and Commerce, Oriental University, Indore - 453 555, Madhya Pradesh
  •   Shamily Jaggi Associate Professor, Mittal School of Business, Lovely Professional University, Punjab (India), Jalandhar - Delhi, Grand Trunk Rd, Phagwara -144 001, Punjab

DOI:

https://doi.org/10.17010/ijom/2022/v52/i3/160366

Keywords:

Meta-Analysis

, Systematic Review, Humor, Humor In Advertising, Attitude Towards Ad, Marketing, Advertising.

Paper Submission Date

, May 15, 2021, Paper Sent Back for Revision, December 27, Paper Acceptance Date, January 27, 2022, Paper Published Online, March 15, 2022.

Abstract

Humor is anything that is funny or is intended to be funny. Humor is a fundamental social communication ingredient used profusely in advertising worldwide. Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising ; 71 articles were found with studies on both humor and attitude towards the ads. After scrutiny and systematic review, only 13 studies were included in the final study. The random effect model was used for the effect size because the studies belonged to different populations. Baujat plot was used to detect the studies causing heterogeneity. It was found that there was a large amount of variance in studies included in the analysis.

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Author Biographies

Simranjeet Kaur, Assistant Professor (Management), Arya IMT, Phagwara, Punjab & Research Scholar at Lovely Professional University, Jalandhar - Delhi, Grand Trunk Rd, Phagwara - 144 001, Punjab

Simranjeet Kaur is a doctoral candidate in Marketing at the Lovely Professional University, Punjab, India. She is a Commerce graduate and received M. Com (Specialization – Marketing) degree from Apeejay College of Fine Arts, Punjab, India. She is an Assistant Professor at Arya Institute of Management and Technology, Phagwara, Punjab, India and has been teaching there for the past 3 years. Her research interests include marketing.

Dheeraj Nim, Professor and Head, Oriental School of Business Management and Commerce, Oriental University, Indore - 453 555, Madhya Pradesh

Dheeraj Nim, PhD., is currently working as Associate Professor at Oriental University, Indore. Prior to this he has worked with Lovely Professional University as an Associate Professor. He is a Science graduate and received the MBA (Marketing Management) and M. Com (International Business Operations) degree. He completed his Ph.D. in Management from Devi Ahilya University, Indore. He has also qualified UGC NET Examination in 2013. He has around 12 years of experience in Academics and 6.5 years in Corporate. He has 23 publications to his credit in National and International journal of repute. He has also published one book. He guided more than 100 PG students for their research work and presently guiding 6 Ph. D. scholars. He delivered lectures as Resource Person in various FDPs on Data Analysis using SPSS and Structural Equation Modeling, Data Analytics using R etc.

Shamily Jaggi, Associate Professor, Mittal School of Business, Lovely Professional University, Punjab (India), Jalandhar - Delhi, Grand Trunk Rd, Phagwara -144 001, Punjab

Shamily Jaggi, PhD., is currently posted as an Associate Professor (Management) at Mittal School of Business, Lovely Professional University, Punjab. She cleared UGC-NET examination in Management. She did her PhD from I.K.G Punjab Technical University, Jalandhar. She has a keen interest in marketing topics like advertisements, consumer buying behaviour, celebrity endorsement, retail management, etc. She presented her research papers in eight national conferences and eight international conferences. She published 17 research papers in different international journals, edited books and conference proceedings with ISBN/ISSN nos. To update herself with latest softwares and analytical techniques, she keeps on attending different workshops within or outside the university.

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Published

2022-03-15

How to Cite

Kaur, S., Nim, D., & Jaggi, S. (2022). Relationship Between Humor in Advertising and Attitude Towards Ads : A Meta-Analysis. Indian Journal of Marketing, 52(3), 8–20. https://doi.org/10.17010/ijom/2022/v52/i3/160366

Issue

Volume 52, Issue 3, March 2022

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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