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.

Response format

7-point Likert

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single alpha: α = .96 — Borah et al. (2020, Study 2, n = 771 MTurk). VALIDITY: Used as manipulation check; successful detection provides preliminary predictive validity. Scale source not stated — appears original to the authors. Part of a four-scale tweet attribute battery alongside Manipulative (ATTWM), Surprising (ATTWS), and Timeliness (ATTWTL) scales from the same study — all four used as manipulation checks in Study 2.

Recommended companion scales

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.

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