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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

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Advances in Advertising Research (Vol. VII)

Part of the book series: European Advertising Academy ((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.

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Authors and Affiliations

  1. Oulu Business School, University of Oulu, P.O. Box 4600, 90014, Oulu, Finnland

    Eeva-Liisa Oikarinen

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  1. Eeva-Liisa Oikarinen
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Correspondence to Eeva-Liisa Oikarinen .

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Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Oikarinen, EL. (2017). The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_13

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