3.2   SMEs’ ethical branding with humor on Facebook

A case study of a Finnish online army store1

Sari Alatalo, Eeva-Liisa Oikarinen, Helena Ahola, and Marc Järvinen


This chapter discusses ethical branding through the use of humor. More specifically, we aim to describe the use of humor and its role as part of ethical brand-building in digital content marketing of one particular small and medium-sized enterprise (SME),2 a Finnish online army store. The case company, Varusteleka, represents one of the many SMEs which account for 99% of all companies in the EU.3 The company is known for its use of humor in its B2C (business-to-consumer) communication.

The present research is based on an empirical study of how the store deals with ...

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