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Playfulness in Online Marketing: Challenges and Opportunities

Author

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  • Taina Vuorela

    (Oulu University of Applied Sciences, Oulu, Finland)

  • Sari Alatalo

    (Oulu University of Applied Sciences, Oulu, Finland)

  • Eeva-Liisa Oikarinen

    (University of Oulu, Oulu, Finland)

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.

Suggested Citation

  • Taina Vuorela & Sari Alatalo & Eeva-Liisa Oikarinen, 2019. "Playfulness in Online Marketing: Challenges and Opportunities," International Journal of Innovation in the Digital Economy (IJIDE), IGI Global, vol. 10(3), pages 24-36, July.
    • Handle: RePEc:igg:jide00:v:10:y:2019:i:3:p:24-36
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