Can humor be an effective strategy for brands when communicating on social media?
DOI:
https://doi.org/10.34630/tth.v6i1.7321Keywords:
Humor, Digital Communication, Brand Strategy, Social Media, EngagementAbstract
The use of humor by brands has emerged as a particularly effective strategy in an increasingly competitive digital environment. In this article, humor is analyzed as a strategic advantage, exploring its role in capturing attention, increasing engagement, and building closer relationships between brands and their audiences. The factors that determine the successful use of humor are also presented. The main contribution lies in understanding humor as an element capable of making a difference and reinforcing the presence and relevance of brands on social media.
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