{"id":"https://openalex.org/W2588091194","doi":"https://doi.org/10.18276/sip.2016.43/2-09","title":"Building brand engagement in social media by means of humor","display_name":"Building brand engagement in social media by means of humor","publication_year":2016,"publication_date":"2016-01-01","ids":{"openalex":"https://openalex.org/W2588091194","doi":"https://doi.org/10.18276/sip.2016.43/2-09","mag":"2588091194"},"language":"en","primary_location":{"id":"doi:10.18276/sip.2016.43/2-09","doi":"https://doi.org/10.18276/sip.2016.43/2-09","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-09","pdf_url":"https://wnus.usz.edu.pl/sip/file/article/view/1936.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://wnus.usz.edu.pl/sip/file/article/view/1936.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5059708410","display_name":"Ma\u0142gorzata Karpi\u0144ska-Krakowiak","orcid":"https://orcid.org/0000-0003-4730-5568","observed_orcids":["https://orcid.org/0000-0003-4730-5568"]},"institutions":[{"id":"https://openalex.org/I34250744","display_name":"University of \u0141\u00f3d\u017a","ror":"https://ror.org/05cq64r17","country_code":"PL","type":"education","lineage":["https://openalex.org/I34250744"]}],"countries":["PL"],"is_corresponding":true,"raw_author_name":"Ma\u0142gorzata Karpi\u0144ska-Krakowiak","raw_affiliation_strings":["Uniwersytet \u0141\u00f3dzki"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Uniwersytet \u0141\u00f3dzki","institution_ids":["https://openalex.org/I34250744"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5059708410"],"corresponding_institution_ids":["https://openalex.org/I34250744"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.26241137,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"43","issue":null,"first_page":"95","last_page":"104"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9657999873161316,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9657999873161316,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11795","display_name":"Humor Studies and Applications","score":0.021199999377131462,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0066999997943639755,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/humor","display_name":"humor","score":0.8949999809265137},{"id":"https://openalex.org/keywords/brand-engagement","display_name":"brand engagement","score":0.9430000185966492},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.859000027179718},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9259999990463257},{"id":"https://openalex.org/keywords/emotional-brand-attachment","display_name":"emotional brand attachment","score":0.47600001096725464},{"id":"https://openalex.org/keywords/cognitive-engagement","display_name":"cognitive engagement","score":0.8510000109672546},{"id":"https://openalex.org/keywords/emotional-engagement","display_name":"emotional engagement","score":0.9980000257492065},{"id":"https://openalex.org/keywords/behavioral-engagement","display_name":"behavioral engagement","score":0.9660000205039978},{"id":"https://openalex.org/keywords/brand-promotion","display_name":"brand promotion","score":0.33500000834465027}],"concepts":[{"id":"https://openalex.org/C2776640315","wikidata":"https://www.wikidata.org/wiki/Q7315941","display_name":"Respondent","level":2,"score":0.48947227001190186},{"id":"https://openalex.org/C27206212","wikidata":"https://www.wikidata.org/wiki/Q34178","display_name":"Theology","level":1,"score":0.47061923146247864},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4427541494369507},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3653416931629181},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.22969278693199158},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.16982078552246094},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.13768377900123596},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.05300918221473694}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.18276/sip.2016.43/2-09","doi":"https://doi.org/10.18276/sip.2016.43/2-09","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-09","pdf_url":"https://wnus.usz.edu.pl/sip/file/article/view/1936.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.18276/sip.2016.43/2-09","doi":"https://doi.org/10.18276/sip.2016.43/2-09","is_oa":true,"landing_page_url":"https://doi.org/10.18276/sip.2016.43/2-09","pdf_url":"https://wnus.usz.edu.pl/sip/file/article/view/1936.pdf","source":{"id":"https://openalex.org/S4210227780","display_name":"Studia i Prace WNEiZ","issn_l":"2080-4881","issn":["2080-4881","2300-4096"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310317306","host_organization_name":"University of Szczecin","host_organization_lineage":["https://openalex.org/P4310317306"],"host_organization_lineage_names":["University of Szczecin"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Studia i Prace WNEiZ","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2588091194.pdf","grobid_xml":"https://content.openalex.org/works/W2588091194.grobid-xml"},"referenced_works_count":13,"referenced_works":["https://openalex.org/W57060948","https://openalex.org/W1539896512","https://openalex.org/W1556558560","https://openalex.org/W1986617989","https://openalex.org/W2049142973","https://openalex.org/W2057640219","https://openalex.org/W2061289966","https://openalex.org/W2093022235","https://openalex.org/W2110907712","https://openalex.org/W2116406186","https://openalex.org/W2156267029","https://openalex.org/W2163816565","https://openalex.org/W2416868893"],"related_works":["https://openalex.org/W7119364346","https://openalex.org/W4282009156","https://openalex.org/W4290098519","https://openalex.org/W7064664061","https://openalex.org/W6982299009","https://openalex.org/W2627013749","https://openalex.org/W7131824211","https://openalex.org/W7115976448","https://openalex.org/W4409692992","https://openalex.org/W6982267642"],"abstract_inverted_index":{"Humor":[0],"stanowi":[1],"najch\u0119tniej":[2],"wybieran\u0105":[3],"technik\u0119":[4],"tworzenia":[5],"emocjonalnej":[6],"wi\u0119zi":[7],"nabywc\u00f3w":[8],"z":[9],"markami,":[10],"a":[11,50,60],"zaanga\u017cowanie":[12],"konsument\u00f3w":[13,31],"to":[14],"cel":[15],"wi\u0119kszo\u015bci":[16],"dzia\u0142a\u0144":[17],"promocyjnych":[18],"w":[19,26],"mediach":[20],"spo\u0142eczno\u015bciowych.":[21],"Do":[22],"oceny":[23],"skuteczno\u015bci":[24],"humoru":[25],"zakresie":[27],"kszta\u0142towania":[28,74],"wielowymiarowego":[29],"zaanga\u017cowania":[30,80],"zastosowano":[32],"formu\u0142\u0119":[33],"eksperymentu,":[34],"aby":[35],"utrzyma\u0107":[36],"jak":[37],"najwi\u0119ksz\u0105":[38],"kontrol\u0119":[39],"nad":[40],"\u015brodowiskiem":[41],"badania,":[42],"losowo":[43],"przypisa\u0107":[44],"respondent\u00f3w":[45],"do":[46,73],"okre\u015blonych":[47],"warunk\u00f3w":[48],"badawczych,":[49],"dzi\u0119ki":[51],"temu":[52],"mie\u0107":[53],"mo\u017cliwo\u015b\u0107":[54],"zaobserwowania":[55],"zale\u017cno\u015bci":[56],"o":[57],"charakterze":[58],"przyczynowym,":[59],"nie":[61],"jedynie":[62,70],"korelacyjnym.":[63],"Wyniki":[64],"bada\u0144":[65],"wskazuj\u0105,":[66],"\u017ce":[67],"humor":[68],"mo\u017ce":[69],"przyczyni\u0107":[71],"si\u0119":[72],"podstawowych":[75],"komponent\u00f3w":[76],"kognitywnych":[77],"i":[78],"afektywnych":[79],"oraz":[81],"pozostaje":[82],"bez":[83],"wp\u0142ywu":[84],"na":[85],"wska\u017aniki":[86],"behawioralne.":[87]},"counts_by_year":[],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2017-02-24T00:00:00"}
