JISARA

Journal of Information Systems Applied Research and Analytics

Volume 19

V19 N1 Pages 33-45

Apr 2026

Does Dark Humor Work? An Inspection of Social Media-Based Marketing Strategies

Matthew Bagatta
Walsh University
North Canton, OH USA

Philip Kim
Walsh University
North Canton, OH USA

Richard Metzer
Robert Morris University
Pittsburgh, PA USA

Abstract: This study explores the effectiveness of dark humor in social media marketing by analyzing consumer sentiment and engagement across YouTube, TikTok, and Facebook. Advertisements from Mint Mobile, Doritos, and Dr. Squatch were examined to compare audience reactions to dark humor versus traditional humor. Sentiment analysis and engagement rate calculations reveal that dark humor generates higher engagement on visually driven platforms like YouTube and TikTok, while traditional humor is better received on Facebook. These findings underscore the importance of aligning humor styles with platform characteristics and audience expectations to enhance marketing impact.

Download this article: JISARA - V19 N1 Page 33.pdf

Recommended Citation: Bagatta, M., Kim, P., Metzer, R., (2026). Does Dark Humor Work? An Inspection of Social Media-Based Marketing Strategies. Journal of Information Systems Applied Research and Analytics 19(1) pp 33-45. https://doi.org/10.62273/XOCU1723