IMPACT OF HUMOUR ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN INDIA’S METRO POPULATION

Abstract

This study examines the impact of humor-based advertising on consumer buying behavior in India’s metropolitan areas. It explores humor as a marketing tool to enhance brand likability, loyalty, and consumer engagement. By analyzing emotional connections and humorous elements, the research highlights how humor can drive consumer preferences, foster brand reputation, and increase purchase intent. Using a mixed-method approach, data was collected from major Indian cities and analyzed to understand humor's influence on advertising effectiveness. While humor enhances brand recall and consumer satisfaction, challenges such as cultural sensitivity and ethical considerations necessitate careful implementation for sustained success.