THE EFFECTIVENESS OF HUMOROUS ADVERTISEMENT IN ENHANCING BRAND IDENTITY AMONG GENERATION Z IN MALAYSIA
DOI:
https://doi.org/10.55197/qjssh.v7si1.1189Keywords:
humor, advertisement, Malaysian Gen Z, brand identity, communicationAbstract
This study examines the effectiveness of humorous advertising in enhancing brand identity among Generation Z in Malaysia. Using a quantitative research design, data were collected from 143 respondents through an online survey that assessed emotional responses, attention levels, brand recall, and consumer–brand connection toward humorous social media advertisements. Descriptive findings show that most respondents felt uplifted, relaxed, and more interested in the brand when exposed to humorous content. Humor was also found to significantly increase attention, memorability, and the likelihood of sharing advertisements with others. Inferential analysis further indicates that humor positively influences consumers across gender and age groups, although the differences were largely insignificant. The study concludes that humor functions not only as a source of entertainment but also as an effective branding strategy that strengthens emotional engagement, cultural resonance, and recognition of a brand’s identity. However, limitations include a small sample size, demographic imbalance, and reliance solely on quantitative methods. Overall, the findings highlight humor as a strategic asset for brands seeking to enhance visibility, recall, and loyalty among Malaysian Generation Z consumers.
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