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The Laugh Factor: Exploring the Effect of Humor in Firm-Generated Content in Shaping Brand Loyalty
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Autores
Resumo(s)
The purpose of this study is to assess the potential effect of humor on brand loyalty, through the relationships between firm-generated content, consumer trust, and consumer satisfaction. An online survey was conducted, and 310 entries were collected. After applying all the filters needed, 248 entries were considered valid. The data was then analyzed using SPSS and SmartPLS 4.0. The analysis exposed that humor does not have a significant impact on the relationship between firm-generated content and consumer trust. Regarding the relationship between firm-generated content and consumer satisfaction, humor presented a negative impact. Nonetheless, this study confirmed the positive influence that firm-generated content has on consumer trust and consumer satisfaction and the positive association that these two indicators have on brand loyalty. These outcomes contribute to the knowledge of consumer behavior among Gen Z and can guide marketing professionals in their efforts to build or maintain brand loyalty. This way, brands can have a better understanding of how their social media content can be optimized to create or strengthen brand loyalty.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Humor Brand Loyalty Consumer Satisfaction Consumer Trust Gen Z Firm-Generated Content SDG 8 - Decent work and economic growth