Attitude Toward the Tweet (Humorous)

What it measures

A three-item scale measuring the perceived humour of a social media tweet, capturing the degree to which its content is experienced as humorous, funny, and hilarious. Designed as a manipulation check for humour in an improvised social media marketing context, the scale is applicable to research examining consumer responses to comedic brand communication on digital platforms. Items use three closely related but progressively intense humour descriptors.

Representative items

• The tweet content is humorous.
• The tweet content is funny.
• The tweet content is hilarious.

Citation

Borah, Abhishek, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, and Andreas B. Eisingerich (2020). Improvised marketing interventions in social media. Journal of Marketing, 84(2), 69–91.