The usage and effectiveness of humor and humorous visuals in webcare

Liebrecht, C. (Speaker)

Activity: Talk or presentation typesOral presentationScientific

Description

One of the factors that affects the effectiveness of webcare is the conversational human voice (CHV). Previous studies have shown that this more personal and informal style of communication, as opposed to a more corporate tone of voice,leads to a positive attitude of the consumer towards the company. However, the concept of CHV is still rather vague. One thing that is certain is that humor is part of CHV, however, the exact types of humor in webcare is yet to be investigated. Moreover, humorous visuals such as memes and GIFs have been understudied in a webcare context as well. In the current study both the usage and effectiveness of humor and humorous visuals in webcare were investigated.
Period8 Feb 2018
Held atEtmaal van de Communicatiewetenschap
Event typeConference
LocationGhent, Belgium

Keywords

  • webcare
  • strategie
  • corporate communication
  • humor
  • klantenservice
  • tone of voice