To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements

Kunal Swani; Charles S. Gulas; John Dinsmore

doi:10.1016/j.jbusres.2025.115632

To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements

Kunal Swani, Charles S. Gulas, John Dinsmore

Marketing

Research output: Contribution to journal › Article › peer-review

Original language	English
Article number	115632
Journal	Journal of Business Research
Volume	200
DOIs	https://doi.org/10.1016/j.jbusres.2025.115632
State	Published - Nov 2025

ASJC Scopus Subject Areas

Marketing

Keywords

B2B advertisements
B2B humor
Experiments
Humor in advertisements
Print ads

Access to Document

10.1016/j.jbusres.2025.115632

Cite this

@article{ec6f7a72441945e58b8fe3faad631f48,

title = "To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements",

keywords = "B2B advertisements, B2B humor, Experiments, Humor in advertisements, Print ads",

author = "Kunal Swani and Gulas, \{Charles S.\} and John Dinsmore",

note = "Publisher Copyright: {\textcopyright} 2025 Elsevier Inc.",

year = "2025",

month = nov,

doi = "10.1016/j.jbusres.2025.115632",

language = "English",

volume = "200",

journal = "Journal of Business Research",

issn = "0148-2963",

}

TY - JOUR

T1 - To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements

AU - Swani, Kunal

AU - Gulas, Charles S.

AU - Dinsmore, John

PY - 2025/11

Y1 - 2025/11

KW - B2B advertisements

KW - B2B humor

KW - Experiments

KW - Humor in advertisements

KW - Print ads

UR - https://www.scopus.com/pages/publications/105012530020

UR - https://www.scopus.com/inward/citedby.url?scp=105012530020&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2025.115632

DO - 10.1016/j.jbusres.2025.115632

M3 - Article

AN - SCOPUS:105012530020

SN - 0148-2963

VL - 200

JO - Journal of Business Research

JF - Journal of Business Research

M1 - 115632

ER -

To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements

ASJC Scopus Subject Areas

Keywords

Access to Document

Other files and links

Cite this