The Use of Humor in Brand Communication: A Case Study of Ryanair

Dear Respondent,

I am currently conducting a study aimed at examining consumers’ attitudes towards the use of humor in brand communication, with a particular focus on Ryanair’s communication on social media.

The aim of this study is to determine how humorous communication affects brand awareness, brand image, reputation, consumer attitudes, and consumers’ intention to choose a brand, as well as to identify the potential risks associated with the use of humor. The survey is anonymous, and the results will be used solely for academic research purposes.

Completing the questionnaire will take approximately 10–12 minutes.

Thank you for your participation and responses!

შედეგები ხელმისაწვდომია მხოლოდ ავტორისთვის

1. How often do you notice humorous brand content on social media? ✪

Select one answer.

2. How do you evaluate the use of humor in brand communication? ✪

Select one answer.

3. Why do you think brands use humor on social media? ✪

Multiple answers are possible.

4. Does humorous brand communication encourage you to engage more actively with the content (e.g., comment, like, or share the content)? ✪

Select one answer.

5. What impact do you think humor can have on brand communication? ✪

Multiple answers are possible.

6. To what extent do you agree with the following statements? ✪

Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
Humor helps a brand stand out and become more recognizable
Brands that use humor appear more relatable to consumers
Humorous content is easier to remember than informational content
Humor can easily be used inappropriately and harm a brand’s reputation
The use of humor is consistent with a low-cost brand image
The use of humor is consistent with a luxury brand image

7. When can humor in brand communication become risky? ✪

Multiple answers are possible.

8. Have you ever used the services of the low-cost airline Ryanair? ✪

Select one answer.

9. Do you follow Ryanair’s social media accounts? ✪

Select one answer.

10. Where do you most often encounter Ryanair’s communication on social media? ✪

Multiple answers are possible.

11. How often do you see Ryanair’s content on social media? ✪

 Select one answer.

12. How would you describe Ryanair’s communication on social media over the past few years? In your opinion, what distinguishes it from the communication of other airlines? ✪

13. To what extent do you think Ryanair’s social media content differs from that of other airlines? Select one answer. ✪

Select one answer.

14. What, in your opinion, most distinguishes Ryanair’s communication from that of other airlines? Multiple answers are possible. ✪

Multiple answers are possible.

15. How would you describe Ryanair’s communication tone on social media? ✪

Select the answer that best applies to you.

15. How would you describe Ryanair’s communication tone on social media?
Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
Formal
Informal
Professional
Human
Playful
Friendly
Sharp
Ironic
Helpful
Sarcastic
Provocative
Respectful
Disrespectful
Self-deprecating
Absurd
Serious
Youthful
Conservative
Spontaneous
Prestigious

16. Which age groups do you think Ryanair’s social media communication is primarily targeted at?  ✪

Multiple answers are possible.

17. Which consumer groups do you think Ryanair’s social media communication is primarily targeted at? ✪

Multiple answers are possible.

18. When you see humorous Ryanair content, do you think its purpose is to sell a specific service or product?  ✪

Select one answer.

19. How often do you notice the following forms of humor in Ryanair’s communication?  ✪

Select the answer that best applies to you.

OftenRarelySometimesNever
Affiliative humor (intended to build social connections and a sense of belonging)
Self-enhancing humor (a positive attitude towards oneself and situations)
Aggressive humor (personal jokes, remarks touching on sensitive topics, and sharp comments directed at others)
Self-defeating humor (joking about oneself, one’s shortcomings, or mistakes)

20. How would you describe the teasing used by Ryanair on social media? ✪

Select one answer.

21. I agree that Ryanair’s humorous communication reduces my negative reactions to some aspects of the brand’s services. ✪

Select one answer.

22. Select one answer for each action based on how often you have performed the following actions related to Ryanair’s content on social media: ✪

Select the answer that best applies to you.

Many times1–2 timesNever
Shared/reposted a post
Commented
Liked a post
Created a post and tagged Ryanair’s account

23. How would you describe the brand persona created in Ryanair’s communication (the talking airplane)? ✪

Select the answer that best applies to you.

Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
Formal
Informal
Professional
Human
Playful
Friendly
Sharp
Ironic
Helpful
Sarcastic
Provocative
Respectful
Disrespectful
Self-deprecating
Absurd
Serious
Youthful
Conservative
Spontaneous
Prestigious

24. In your opinion, does the Ryanair persona help create a more human and less formal brand image? ✪

Select one answer.

25. If you saw a humorous post on social media without a clearly visible brand name or logo, would you be able to recognize that it was from Ryanair? ✪

Select one answer.

26. How does Ryanair’s humorous communication affect your overall attitude towards the brand? ✪

Select one answer.

27. What risks do you think humor may pose to Ryanair’s brand communication? ✪

Multiple answers are possible.

28. How often do you choose Ryanair when you have the option to choose another airline? ✪

Select one answer.

29. What most influences your choice between Ryanair and other airlines? ✪

Multiple answers are possible.

30. Does Ryanair’s humorous communication on social media influence your decision to choose this airline?  ✪

Select one answer.

31. To what extent do you agree with the following statements? ✪

Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly agree
Ryanair’s humorous communication helps the brand stand out
Ryanair’s communication is relatable to consumers
Humorous communication makes the Ryanair brand more appealing
Ryanair’s humor may pose a risk to the company’s reputation
Ryanair’s communication encourages me to take a greater interest in the brand
Ryanair’s social media communication is consistent with the image of a professional and reliable air transport provider
Ryanair is more often chosen by spontaneous travelers than by people who plan their trips in advance
Ryanair’s communication is engaging because people are interested in seeing others being teased or made fun of
Ryanair’s communication is engaging because its content is relatable to travelers’ experiences

32. Your age: ✪

33. Your gender:

34. On average, how much time do you spend on social media each day? ✪

Select one answer.

35. On average, how much time do you spend on social media each day viewing humorous content? ✪

Select one answer.

36. Which social media platforms do you use?  ✪

Multiple answers are possible.