Leonidas Hatzithomas is an Assistant Professor in the Department of Business Administration at the University of Macedonia, Greece. His research interests include humor in advertising, visual metaphors, gender issues, IMC, and social media communications. He has published in a number of journals, including the International Marketing Review, Psychology & Marketing, International Journal of Advertising, Journal of Consumer Behaviour, Food Research International, Journal of Product & Brand Management, Journal of Gender Studies, Humor: International Journal of Humor Research, Sustainability, Journal of Marketing Communications, International Review on Public and Nonprofit Marketing, Journal of Media Business Studies, Journal of Promotion Management, Communication Research Reports, and Journal of Current Issues & Research in Advertising.