Investigating the effectiveness of humor in social media marketing within the dietary supplement industry

Abstract

This research investigates the effectiveness of humor in social media marketing within the dietary supplement industry, focusing on a fish oil supplement advertised on Instagram. Employing an A/B test design, the study explores the impact of humor on engagement metrics, such as likes and plays, and its translation into product sales. Surprisingly, the results challenge conventional assumptions, revealing that non-humor advertisements exhibit a higher conversion rate in driving product sales. The findings contribute nuanced insights into the complex interplay between humor, social media engagement, and consumer behavior in the specific context of dietary supplements. The study extends beyond existing literature by offering a unique perspective on the industry-specific dynamics of humor in advertising. Implications for practitioners underscore the importance of a holistic approach, considering not only engagement metrics but also the unique attributes of the advertised product. Recommendations for future research include exploring a broader range of dietary supplements and investigating additional variables to enhance the generalizability of findings. This research contributes to advancing the understanding of humor's role in digital marketing and calls for ongoing exploration to inform effective advertising practices.