Relationship between Consumer Perception of Humor Advertising, And Purchase Intention and Electronic Word-of-mouth

Abstract

This exploratory survey research was aimed to study: 1) relationship between consumer’s perception of humor advertising and purchase decision, and 2) relationship between consumer’s perception of humor advertising and electronic word-of-mouth (eWOM).  Questionnaires were used to collect data from 116 male and female consumers, living in Bangkok, who were Facebook shoppers, aged between 21 and 40 years old.  The findings showed that consumer’s perception of humor advertising was positively correlated with purchase decision and electronic word-of-mouth at significant level of .01.