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The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads

  • Eeva-Liisa Oikarinen
Chapter
Part of the European Advertising Academy book series (EAA)

Abstract

Humor has been acknowledged as a common practice in advertising (Eisend, 2009; Weinberger and Gulas, 1992) and recognized as one of the most widely studied advertising appeals (Voss, 2009). Humor has become more relevant in the modern workplace, when new generations, who value fun at work (Romero and Pescosolido, 2008; Lamm and Meeks, 2009) have entered job markets. Thus, humor could be seen as congruent value promise of fun climate of the company to the job seekers and humor usage might be a prominent tool for recruiters, who are seeking job applicants who are emphasizing fun aspects at work.

Keywords

Online Advertising Advertising Research Employer Brand Humor Style Humor Type 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden 2017

Authors and Affiliations

  1. 1.Oulu Business SchoolUniversity of OuluOuluFinnland

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