IMPACT OF VISUAL HUMOROUS ADVERTISING ON CUSTOMER RELATIONSHIPS IN SAUDI FAST-FOOD RESTAURANTS

Abstract

Majed Fahad Alshaibani*

This study aimed to measure the impact of visual humor advertising on customer relationships in Saudi fastfood restaurants. The IV is visual advertising and DV is customer relationships. The DV has two sub-variables which include: Attracting Attention and Brand Recall. The Research Population consists of all Saudi customers of fast-food restaurants in Saudi Arabia. The sample size reached 500 customers, and the purposive sampling method was used. The research tool is the closed-ended questionnaire, and the five-point Likert scale was adopted. The study found that Visual Humor Advertising VHA and Customer Relationships (CR) are moderately applied. The study concludes that there is a positive impact of VHA on customer relationships in Saudi fast-food restaurants and no statistical differences in the customer relationships according to the demographics (age, sex, education).