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Playfulness in Online Marketing: Challenges and Opportunities

Playfulness in Online Marketing: Challenges and Opportunities

Taina Vuorela, Sari Alatalo, Eeva-Liisa Oikarinen
Copyright: © 2019 |Volume: 10 |Issue: 3 |Pages: 13
ISSN: 1947-8305|EISSN: 1947-8313|EISBN13: 9781522565888|DOI: 10.4018/IJIDE.2019070103
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MLA

Vuorela, Taina, et al. "Playfulness in Online Marketing: Challenges and Opportunities." IJIDE vol.10, no.3 2019: pp.24-36. http://doi.org/10.4018/IJIDE.2019070103

APA

Vuorela, T., Alatalo, S., & Oikarinen, E. (2019). Playfulness in Online Marketing: Challenges and Opportunities. International Journal of Innovation in the Digital Economy (IJIDE), 10(3), 24-36. http://doi.org/10.4018/IJIDE.2019070103

Chicago

Vuorela, Taina, Sari Alatalo, and Eeva-Liisa Oikarinen. "Playfulness in Online Marketing: Challenges and Opportunities," International Journal of Innovation in the Digital Economy (IJIDE) 10, no.3: 24-36. http://doi.org/10.4018/IJIDE.2019070103

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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.

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