University of Oulu

Vuorela, T., Alatalo, S., & Oikarinen, E. (2019). Playfulness in Online Marketing: Challenges and Opportunities. International Journal of Innovation in the Digital Economy (IJIDE), 10(3), 24-36.

Playfulness in online marketing : challenges and opportunities

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Author: Vuorela, Taina1; Alatalo, Sari1; Oikarinen, Eeva-Liisa2
Organizations: 1Oulu University of Applied Sciences, Oulu, Finland
2University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
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Language: English
Published: IGI Global, 2019
Publish Date: 2022-01-19


This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.

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Series: International journal of innovation in the digital economy
ISSN: 1947-8305
ISSN-E: 1947-8313
ISSN-L: 1947-8305
Volume: 10
Issue: 3
Pages: 24 - 36
DOI: 10.4018/IJIDE.2019070103
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
518 Media and communications
Funding: The authors gratefully acknowledge the funding provided by the Finnish Funding Agency for Technology and Innovation.
Copyright information: Copyright © 2019, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.