{"title":"网络营销中的趣味性:挑战与机遇","authors":"Taina Vuorela, Sari Alatalo, Eeva-Liisa Oikarinen","doi":"10.4018/IJIDE.2019070103","DOIUrl":null,"url":null,"abstract":"This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.","PeriodicalId":373283,"journal":{"name":"Int. J. Innov. Digit. Econ.","volume":"30 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Playfulness in Online Marketing: Challenges and Opportunities\",\"authors\":\"Taina Vuorela, Sari Alatalo, Eeva-Liisa Oikarinen\",\"doi\":\"10.4018/IJIDE.2019070103\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.\",\"PeriodicalId\":373283,\"journal\":{\"name\":\"Int. J. Innov. Digit. Econ.\",\"volume\":\"30 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-07-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Int. J. Innov. Digit. Econ.\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.4018/IJIDE.2019070103\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Int. J. Innov. Digit. Econ.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/IJIDE.2019070103","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Playfulness in Online Marketing: Challenges and Opportunities
This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.
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