The main objective of this research is to explore how humor plays a role in influencer marketing and whether it can enhance consumer engagement and brand success. The research employed a mixed-method approach: qualitative semi-structured interviews with marketers, influencers, and consumers, and quantitative analysis of Instagram videos from a micro-influencer. The videos were evaluated using a five-point Likert scale across categories like humor, authenticity, and engagement. Statistical analys... show full abstractThe main objective of this research is to explore how humor plays a role in influencer marketing and whether it can enhance consumer engagement and brand success. The research employed a mixed-method approach: qualitative semi-structured interviews with marketers, influencers, and consumers, and quantitative analysis of Instagram videos from a micro-influencer. The videos were evaluated using a five-point Likert scale across categories like humor, authenticity, and engagement. Statistical analysis, including Chi-Square tests, revealed significant differences in audience reactions based on content type. Results showed that humor, when strategically used and balanced with brand values, enhances consumer relatability and trust. The findings provide practical guidelines for leveraging humor effectively in influencer campaigns. |