The Impact of social media on sports journalists' coverage of the football transfer market : content analysis of Fabrizio Romano's coverage of the 2024 winter transfer window for the top 6 clubs in the english premier league on ‘X’ (Twitter)

Abstract

This study analyzes the role of humor in digital advertising, particularly in the context of brand relationship management. Using the example of the Bimo Group on Facebook in June and July 2023, the research dissects how humor in online advertisements impacts brand perception, consumer engagement, and loyalty. Adopting a mixed-methods approach, the study dissects the various forms of humor employed, their effects on consumer engagement, and their role in retaining advertising messages. The research concludes that the skillful use of humor generates increased attention, strengthens brand-consumer ties, and fosters positive interactions.