Impact of humour integration in short-form video advertising

Abstract

The study aims to investigate the impact of humour integration in short-form video advertising on audience attitudes towards advertisements and brands, as well as purchase intentions, while considering the moderating effect of product value.

Analysing a sample of respondents aged 18 to 30, the study finds a significant positive correlation between advertisement attitude, brand attitude, and purchase intention. However, while humour significantly influences attitudes toward advertisements and brands, the role of humour on purchase intention is found to be non-significant. Moreover, the non-significant results regarding the effect of product value suggest a need for further research. Despite limitations in respondent demographics and product value manipulation, the study highlights humour's potential to engage audiences, elicit positive attitudes, and drive desired brand outcomes.

In short, while the integration of humour in short-form video advertising influences advertisement and brand attitudes, its direct impact on purchase intention may be limited. Nevertheless, marketers can leverage humour effectively to enhance consumer perceptions and brand engagement in the dynamic digital landscape.