While the findings of this study suggest some points for consideration regarding the use of humor as a marketing tool on Twitter, there is not sufficient evidence to make conclusive claims about the answers to the research questions posed. However, based on the past research conducted before the beginning of the study, in conjunction with the results and findings of this study, it is possible to gain a better understanding of the ways in which humor can impact the perception of your brand, as well as the ways in which potential and current customers will engage with your brand.
In regards to the future study of this topic, humor as a marketing tool is rich with areas of potential. While this study looked to understand the usage of the four most commonly used types of humor, there is certainly potential for future researchers to look at all seven of the humor types and compare them to fully understand the scope of humor-based marketing. It is also possible for future researchers to focus on other social media platforms, or compare the different social media platforms, rather than just focus on Twitter. This study was able to more clearly define the usage of humor on Twitter, but it is not possible for the results to be generalized to other platforms, such as Facebook or Instagram. Future researchers have the ability to delve deeper into this topic and add to the understanding communication professionals currently have about the usage of humor on social media and beyond.