Humor Marketing and its Impact on the Customers’ Well-Being by Enhancing the Quality of Social Communication: An Exploratory Study of the Views of a Sample of the Customers of Mobile Telecommunications Companies in Iraq
DOI:
https://doi.org/10.36394/jhss/16/1B/3Keywords:
Marketing Humor, Quality Of Social Communication, Customers Well-Being, Iraqi Mobile Telecommunications CompaniesAbstract
The present research seeks to investigate the nature of the relationship between marketing humor, the quality of social communication and customers’s well-being. It raises the problem of the limited research attention addressed to marketing humor and its impact on the well-being of the customer through the quality of social relations. Based on this, the researchers formulated two hypotheses to determine the relationship between variables by surveying the opinions of the customers of mobile telecommunications companies in Iraq, represented by a number of teachers from the University of Kufa. To this end, the researchers used the random sampling method by distributing 450 questionnaires, out of which 365 were returned, corresponding to a response rate of 81%. Among the recovered responses, there were 352 questionnaires valid for statistical analysis, corresponding to 96% of the total number of questionnaires. After conducting a number of statistical tests using SPSS v.22, the results revealed two types of relationships between the research variables. One is a direct relationship between marketing humor and the well-being of customers, and the other has an indirect relationship between marketing humor and the well-being of customers through the quality of social communication.
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