| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 106 === This research was conducted in order to further understand the effect that humor has on the perception of brands on social media. With the increased use of social media for marketing comes the demand for original and relatable content. Many brands are using new tactics to gain the attention and loyalty of their audiences. Establishing a brand personality through the use of humor is a relatively recent, but popular tactic that has been used. United States fast-food brand Wendy’s has done a particularly good job of establishing a relatable brand on Twitter through the use of aggressive humor. It is discovered that the use of this humor certainly does impact the way that customers engage with and respond to Wendy’s. What is not concretely proven, however, is whether or not customers are purchasing more from Wendy’s due to the effects of their social media marketing strategies. Regardless, the data found can be useful for brand marketing teams in various industries.
|
|---|
