Abstract:

This study examines how humour is used to express brand personality in the TikTok communication of two Polish retail brands, Żabka and Lidl. A qualitative comparative case study was conducted using 35 posts published on the brands’ official TikTok profiles in September 2026. Of these, 27 contained humour and were analysed using the humour categories developed by Buijzen and Valkenburg (2004) and the brand personality framework proposed by Aaker (1997). The findings revealed both similarities and differences in the brands’ communication. Surprise was the most frequently identified humour category for both brands. However, Żabka used clownish humour more often, frequently drawing on TikTok trends and playful visual effects, while Lidl relied more on parody and cultural references. Imaginative was the most commonly identified personality trait in both cases, although it was expressed through different forms of humour. The analysis also showed that not every humorous post provided sufficient evidence to identify a personality trait. The findings suggest that understanding how humour contributes to the expression of brand personality requires attention not only to humour categories, but also to the context and construction of humorous messages. The study provides a qualitative perspective on the relationship between humour and brand personality in social media communication.