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Paper Abstract and Keywords
Presentation 2026-03-01 13:50
The Role of Humor and Sales Promotion Intent in Corporate SNS Advertising for Building Brand Relationships
Shinobu Ueda, Takehisa Kanamori, Kenta Konishi (KGU), Yoshinori Hijikata (University of Hyogo) HCS2025-79
Abstract (in Japanese) (See Japanese page) 
(in English) In recent years, "Brand Relationship Quality (BRQ)"—where consumers develop emotional attachments to brands akin to personal relationships—has gained prominence as a key management metric. With the proliferation of social media, corporate accounts increasingly post humorous content without explicitly stating promotional intent. However, the precise impact of such posts on BRQ formation remained unclear. Therefore, this study conducted an online questionnaire experiment using advertisements for a fictional company on X (formerly Twitter) that manipulated levels of humor and promotional intent. Perceived scores of each element were used as independent variables, and their influence was examined in detail using mixed-effects multiple regression analysis. The analysis revealed that higher levels of humor strongly built the "affection" factor of BRQ. Contrary to the initial hypothesis, it was also confirmed that higher promotional intent significantly strengthened BRQ. Furthermore, the interaction between the two suggested that when both humor and promotional intent were high, BRQ increased synergistically. Strategically integrating persuasive promotional messages with humor is highly effective in forming strong brand attachment. Future research is expected to build on these findings by conducting long-term experimental interventions that systematically manipulate repeated exposure to social media advertisements over time, in order to examine the effects of humor and promotional intent on the formation of brand relationships.
Keyword (in Japanese) (See Japanese page) 
(in English) Brand Relationship Quality / Humor / Sales Promotion Intent / SNS Advertising / / / /  
Reference Info. IEICE Tech. Rep., vol. 125, no. 368, HCS2025-79, pp. 38-43, March 2026.
Paper # HCS2025-79 
Date of Issue 2026-02-22 (HCS) 
ISSN Online edition: ISSN 2432-6380
Copyright
and
reproduction		 All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034)
Download PDF HCS2025-79

Conference Information
Committee HCS  
Conference Date 2026-03-01 - 2026-03-02 
Place (in Japanese) (See Japanese page) 
Place (in English)  
Topics (in Japanese) (See Japanese page) 
Topics (in English)  
Paper Information
Registration To HCS 
Conference Code 2026-03-HCS 
Language Japanese 
Title (in Japanese) (See Japanese page) 
Sub Title (in Japanese) (See Japanese page) 
Title (in English) The Role of Humor and Sales Promotion Intent in Corporate SNS Advertising for Building Brand Relationships 
Sub Title (in English)  
Keyword(1) Brand Relationship Quality  
Keyword(2) Humor  
Keyword(3) Sales Promotion Intent  
Keyword(4) SNS Advertising  
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1st Author's Name Shinobu Ueda  
1st Author's Affiliation Kwansei Gakuin University (KGU)
2nd Author's Name Takehisa Kanamori  
2nd Author's Affiliation Kwansei Gakuin University (KGU)
3rd Author's Name Kenta Konishi  
3rd Author's Affiliation Kwansei Gakuin University (KGU)
4th Author's Name Yoshinori Hijikata  
4th Author's Affiliation University of Hyogo (University of Hyogo)
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Speaker Author-1 
Date Time 2026-03-01 13:50:00 
Presentation Time 20 minutes 
Registration for HCS 
Paper # HCS2025-79 
Volume (vol) vol.125 
Number (no) no.368 
Page pp.38-43 
#Pages 6 
Date of Issue 2026-02-22 (HCS) 

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