From laughter to customers: exploring the effectiveness of exaggerated humorous video advertisement in turning viewers into potential customers/
Claire Joyce B. Catibog, Crisha Dell G. Geronimo, Julia Karyle B. Goncena, Alyssa Jan Clarisse B. Legaspi, Mark Jordan C. Magno, Clowe B. Mendoza, and Caroline G. Sotolombo .--
- Manila: Technological University of the Philippines, 2025.
- xi, 92pages: 29cm.
Bachelor's thesis
College of Liberal Arts .--
Includes bibliographic references and index.
This study only looks at the influence of humorous ads on behavior of consumers and their likelihood of purchasing and on the use of exaggerated humor. By using questionnaires, focus group discussions, and statistical analysis, the study seeks to explore different effects that humor has on the level of emotional appeal, perceived and actual appeal to purchase products. All the studies show that humor increases advertisement recall and enhances favorable consumer perceptions the more in the modern online marketing tools like Facebook. Nevertheless, this study also brings into perspective the fact that for humor to work, there must be a stronger focus on trust building levers to sustain consumer loyalty. Suggestions are made to considering the niche interests of the target audience in terms of humor, focusing on the visually oriented mediums, and repeatedly assessing the effectiveness of ads according to the shift of consumer tendencies. Thus, the present study makes a dual contribution to the knowledge domain – it extends the accumulating literature on creative marketing communication techniques and provides working knowledge to businesses aspiring to upscale their advertising strategies in cut-throat markets.