A Literature Review of humor advertising in social media: Based on CiteSpace

Humor is the representative of entertainment. Thus, humor advertisements are common in social media marketing. Previous research has found humor advertising with many positive effects, while overlooking the negative effects. The present study analyzes related documents based on CiteSpace 5.7 R5, elaborates the concept and mechanism of humor, and summarizes antecedents and consequences of humor advertising persuasion. Also, this study summarizes and analyzes the number of theories used in the humor advertising literature for the past decade. It is hoped that this study will provide suggestions for the effective dissemination of humorous advertising information on social media and it will provide a scientific basis for the formulation of enterprise marketing strategies.