WHAT HAPPENS AFTER THEY LAUGH: HOW HUMOROUS ADVERTISEMENTS HAVE AN EFFECT ON CONSUMERS’ ATTITUDES, WORD OF MOUTH INTENTIONS, AND PURCHASE INTENTIONS, WITH THE NEED FOR HUMOR PLAYING A MODERATING ROLE
Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecom...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2019-05-01
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| Series: | Journal of Indonesian Economy and Business |
| Subjects: | |
| Online Access: | https://jurnal.ugm.ac.id/jieb/article/view/23036 |