Topic Browsing
Humor
This topic currently groups 1 published articles across 1 issues.
Topic coverage
18 active archive topics surfaced from published keywords
Topic Article
The impact of humorous advertising on consumer's buying, word of mouth and recall
Ghada W. El-tazy • Hesham O. Dinana
Volume 12 Issue 2 · 19 Jan 2018
This paper aims at investigating the effect of “humorous advertising” on the Egyptian viewer. It is studying the effect of humorous advertising (HA) on the consumer’s buying behaviour, probability to p…