The purpose of this study is to identify the environmental and marketing components influencing humorous advertising in the automotive industry. This research is qualitative in nature, developmental in its objectives, and exploratory in terms of data collection methodology. The grounded theory approach was employed to analyze data and develop a paradigmatic model. Data were collected through 16 semi-structured interviews with marketing experts, including university professors and marketing managers from automotive companies. The sampling method used was purposive sampling based on the snowball technique. Following the development of the conceptual model, five main dimensions, along with their corresponding components, were identified and extracted within the framework of contextual factors, intervening conditions, causal conditions, core category, strategies, and outcomes, encompassing 15 categories and 50 concepts derived from 188 final codes. In this study, the components of media characteristics, the communicative role of media, and industry-company relationships were identified as causal conditions. Additionally, audience characteristics, dimensions of the communication mix, and product-related factors were recognized as contextual factors. External macro-environmental factors and internal company environment were identified as intervening conditions. Furthermore, targeted customer communication and enhancement of experiential advertising features were recognized as strategies within the research model. Finally, cognitive, emotional, and behavioral components were identified as outcomes.