The implementation of social media and technology has become a key gateway in digital marketing, emphasizing personalization and consumer preferences. Marketing communication—a strategy employed by companies or organizations to convey messages promoting products, services, or brands—plays a crucial role in this process. Its objectives include raising awareness, generating interest, influencing purchasing decisions, and building long-term relationships with consumers.

One prominent strategy in marketing communication today is the use of creativity and humor in content creation, which has gained significant relevance in the Society 4.0 era. Humor, as a messaging tool, has evolved significantly, especially for Generation Z and Generation Alpha. Marketing communication has adapted to this trend, utilizing viral humor to capture the attention of digital audiences.

According to Ferdian et al. (2024), marketing communication emphasizes that creativity and the use of humor can enhance the visual appeal of content, making it more effective in attracting consumer attention. The awareness, sensitivity, and access to information that Generation Z possesses have accelerated the development of digital marketing techniques, including the use of internet humor to promote products or services. This phenomenon presents an intriguing area of study for students at Universitas Dian Nusantara, particularly those focusing on market analysis and content creation.

This marketing method can be found across various digital platforms such as X (formerly Twitter), Instagram, YouTube, and WhatsApp. By creating entertaining content aligned with algorithm trends and focusing on user retention on social media, companies can launch more effective marketing campaigns. Humor not only increases brand awareness but also strengthens marketing communication.

For example, the popularity of Dogecoin highlights the strong connection between humor and brand identity. Starting from a meme featuring the expressive Shiba Inu dog, Dogecoin evolved into a globally recognized digital currency, supported by humorous tweets from Elon Musk on X. This example demonstrates how humor can reinforce brand identity and influence market dynamics.

Another example is the viral internet humor trend “I’m just a chill guy,” which represents simplicity through appealing and relatable visuals. This marketing strategy has been utilized in several parody advertisements and social campaigns on various social media platforms, promoting a positive-thinking mindset.

Similar strategies can be observed in e-commerce advertisements on platforms such as Shopee and Tokopedia, where humor and creativity are employed in content creation.

In the economic realm, creativity in marketing strategies plays a significant role in building brand popularity and identity. The Management Study Program at Universitas Dian Nusantara offers pathways for students to explore various disciplines related to marketing strategies and market share management.

This article is intended to serve as a reference for Universitas Dian Nusantara students, especially those in the Marketing Management Study Program, to deepen their understanding of corporate management, business strategies, labor relations, production management, marketing, administration, and nonprofit organization management. By comprehending this topic, students can gain deeper insights into the role of humor in creative marketing and its impact on the development of the digital economy.