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Published in:
2017 | OriginalPaper | Chapter
The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads
Author : Eeva-Liisa Oikarinen
Published in: Advances in Advertising Research (Vol. VII)
Publisher: Springer Fachmedien Wiesbaden
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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.