Saturday, 03 October 2020 21:35

Research Seminar Series

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We are pleased to announce and continue our Research Seminar Series

Join our 1st Virtual Research Seminar (for Academic Year 2020/2021) on Monday, October 5, 2020 at 15:00 Tashkent time.

Dr. Farhod Karimov, Management and Marketing Department, will present “Humor in advertising: selling the emotion or logic?”

Abstract:
This paper empirically examines the influence of humor in advertising on purchase intention. The theoretical framework is based on the Elaboration Likelihood Model. It explains the value of humor, along with other factors that have impact on purchase intention such as attitude towards brand, likability, product type and gender. Empirical data was collected in two stages by mixed research methods. First, focus group interviews have been conducted to gain an in‐depth understanding of the how term humor is interpreted by the customers, how they treat the use of humor in local commercials, what types of humor they know and are mostly applied by the companies in advertising. Second, a laboratory experiment has been conducted to measure consumer’s buying behavior and the influence of humor. The research empirically revealed that humorous advertising has impact on customers’ intention to purchase.


Join the seminar, link for participation:
https://us02web.zoom.us/j/84806676993?pwd=aHYxWVErTE5hR0JCSlJlZHhPMHQrdz09

Meeting ID: 848 0667 6993
Passcode: 869163

BIO: Dr. Farhod Karimov is the Deputy rector on Pre-university and Principal lecturer on Marketing at Westminster International University in Tashkent (WIUT). He received his PhD on Applied Economics from Vrije Universiteit Brussel, Belgium; MA in Marketing from University of Ulster, UK. His research interests are broadly in the domain of applied microeconomics, economic development, entrepreneurship, small business, Web atmospherics, ICT research in transition economies, marketing models and quantitative methods, social media, digital economy and entrepreneurial marketing. He has published in a range of well-established international journals such as Electronic Commerce Research, Management Research Review, Journal of Electronic Commerce Research, International Journal of E-Entrepreneurship and Innovation, International Journal of E-Adoption, Marketing Cahier.

Research Seminars are a place where faculty and research assistants share completed research and work in progress. They receive valuable feedback to strengthen their research preparing them for conference presentations and publications. On occasion, visiting researchers from outside the University share their work. Research Seminars are open to public.

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