Abstract
This research represents an attempt to investigate the effectiveness of Improvised Marketing Interventions (IMIs) in improving the virality of marketing messages in the presence of humorous content. In doing so, this scholarly inquiry builds on two studies. Study 1 used big data to collect indicators of virality concerning two IMI tweets, one posted in response to a positive event and the other to a negative one. The publicly available data on Twitter were analysed using an independent-sample t-test. Study 2 drew upon an online survey where respondents were exposed to a video emulating an IMI tweet. Partial least squares structural equation modelling was used to analyse the data for Study 2. The results of Study 1 and Study 2 supported the effectiveness of IMIs in driving virality. Results were discussed, and practical and research implications were offered.