“NÃO CRIE EXPECTATIVA, CRIE HAMSTER”: HUMOR E ENGAJAMENTO NO TWITTER

The study aims to analyze the effect of humor on user engagement in relation to Globo Rural profile posts on Twitter. It is a quantitative, conclusive, descriptive research, with data collection by observation and analysis via descriptive statistics and T-Test. 1,100 publications of Globo Rural magazine on Twitter were collected and analyzed. The results of the study revealed that there is a statistically significant and positive difference in the three engagement variables in relation to the presence of humor in the analyzed publications. There was also a difference in engagement averages in relation to the day and type of content of the publication: the averages in publications without humor on weekends are higher compared to publications on weekdays during the week, while in publications with humor the averages in weekends are shorter compared to weekday publications.