Playfulness in Online Marketing: Challenges and Opportunities

Published on Jul 1, 2019in International Journal of Innovation in The Digital Economy
· DOI :10.4018/IJIDE.2019070103
Taina Vuorela2
Estimated H-index: 2
(Oulu University of Applied Sciences),
Sari Alatalo3
Estimated H-index: 3
(Oulu University of Applied Sciences)
+ 0 AuthorsEeva-Liisa Oikarinen7
Estimated H-index: 7
(University of Oulu)
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Abstract
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This conceptual article discusses the roles of playfulness and well-being at work in the retail sector with a specific emphasis on service encounters. The aim is to create a new conceptual framework to enhance research on how the element of playfulness can be part of an employee's working environment in the retail sector, and to discuss how playfulness could enhance employee's well-being at work. The framework identifies various interactive relationships characteristic to the retail environment....
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Abstract Previous research has indicated that employee joke-telling in the service encounter can have a negative impact on customer satisfaction, particularly with respect to perceived overall message relevance as a mediating variable. The present study is an attempt to examine if these results would be replicated in service encounter settings with other characteristics. Two experiments were conducted, and the previous pattern was reproduced: customer satisfaction was reduced when employees told...
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The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to unders...
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#1Eeva-Liisa Oikarinen (University of Oulu)H-Index: 7
Humor has been acknowledged as a common practice in advertising (Eisend, 2009; Weinberger and Gulas, 1992) and recognized as one of the most widely studied advertising appeals (Voss, 2009). Humor has become more relevant in the modern workplace, when new generations, who value fun at work (Romero and Pescosolido, 2008; Lamm and Meeks, 2009) have entered job markets. Thus, humor could be seen as congruent value promise of fun climate of the company to the job seekers and humor usage might be a pr...
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The field of marketing and consumer ethics has evolved considerably over the past 20 years, yet research on specific areas of advertising ethics remains limited. This limitation persists despite developments in digital technologies, and the impact they have had on advertising practice generally and online advertising more specifically. Online media are becoming increasingly populated by advertising content, as consumers continuously navigate ever-evolving mediascapes. Thus, there is a need to ex...
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Humorous advertisements attract attention and entertain consumers. Nonetheless, attempting humor is risky because consumers may be offended by failed humor attempts. We propose another reason that attempting humor is risky: humorous advertisements can hurt brand attitudes by eliciting negative feelings — even when consumers find the ad funny. Three experiments and one correlational study demonstrate that humorous marketing is more likely to hurt the advertised brand when it (1) features a highly...
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Purpose – While researchers in other disciplines seek to determine the impact that humour has in personal interactions, studies of humour in service delivery are lacking. The purpose of this paper is to examine whether it is beneficial to deliberately use humour in service encounters. Design/methodology/approach – This paper provides a comprehensive review of humour research in multiple disciplines to assess the applicability of their key findings to the service domain. By establishing the antec...
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