Emojis: can it reduce post-purchase dissonance?

Indwar, Radha Govind; Mishra, Aditya Shankar

doi:10.1080/0965254x.2021.2013935

Cited by 5 publications

(4 citation statements)

References 91 publications

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“…Materialism, as revealed by these findings, weakens the relationship between brand engagement and positive post-purchase emotions. To effectively target consumers with higher materialism levels, marketers can use post-purchase communication strategies like emails, postcards or non-verbal cues (Indwar and Mishra, 2023) to enhance positive emotions and purchase satisfaction.…”

Section: Discussionmentioning

confidence: 99%

Joy and excitement in the purchase process: the role of materialism and brand engagement

Razmus,

Grabner-Kräuter

2024

JPBM

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Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process. Design/methodology/approach Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses. Findings The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement. Originality/value Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

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Section: Discussionmentioning

confidence: 99%

Joy and excitement in the purchase process: the role of materialism and brand engagement

Razmus,

Grabner-Kräuter

2024

JPBM

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“…Studies investigating the use and effects of emojis in CMC often focus on brand-consumer communication contexts and their effects on purchase intention or product recommendation (Distel et al, 2022; Indwar & Mishra, 2022; Prada et al, 2022). Furthermore, the majority of studies have concentrated on comparing the effects of completely abstaining from emoji use to utilizing only a few emojis.…”

Section: Effects Of Emojismentioning

confidence: 99%

“…Studies investigating the effects of emojis mostly emphasize the positive effects of using them, such as increased attention (Bai et al, 2019; Willoughby & Liu, 2018), support for reading comprehension (Lo, 2008; Riordan, 2017), or messages containing emojis being perceived as more informative, attractive, and innovative (Prada et al, 2022; Yakın & Eru, 2017). Emojis can also increase the likelihood of interaction (McShane et al, 2021) and have positive effects on purchase intention and product recommendation behavior (Distel et al, 2022; Indwar & Mishra, 2022; Prada et al, 2022). However, most studies have focused on comparing the effects of no emoji use to using only a few emojis.…”

mentioning

confidence: 99%

Funny but not Credible? Why Using (Many) Emojis Decreases Message Credibility and Source Trustworthiness

Koch,

Denner,

Crispin

et al. 2023

Social Media + Society

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Emojis are paralinguistic elements that are used in computer-mediated communication to express emotions, convey tone, or simply depict objects or statements. This study examines how the (excessive) use of emojis affects knowledge, message credibility, and source trustworthiness. To this end, we conducted three online experiments using social media posts, in which we systematically varied the number of emojis and the source of the message. The results show that displaying many emojis decreases message credibility and source trustworthiness. As a mechanism explaining this effect, we also demonstrate that displaying many emojis is perceived as a persuasive attempt, triggering affective and cognitive reactance, and ultimately reducing message credibility. Moreover, the study shows that using (a large amount of) emojis in a message negatively affects factual knowledge.

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“…The retention rate of FDAs is low, with only 22% of newly registered customers continuing to use the service after the first week; this figure drops to 4% by day 30 (Haslam, 2019). Moreover, 86% of new customers cease using applications after two weeks, whereas 54% do not install apps within the first month of use (Indwar and Mishra, 2022). FDA service providers and relevant stakeholders need to identify the determinant elements contributing to customers’ post-adoption behavior to help them effectively design and manage their apps to retain customers and remain competitive (Anbumathi et al , 2023).…”

Section: Introductionmentioning

confidence: 99%

Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA

Foroughi,

Yadegaridehkordi,

Iranmanesh

et al. 2023

IJCHM

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Purpose Customers increasingly use food delivery applications (FDAs) to place orders. Despite the popularity of FDAs, limited research has investigated the drivers of the continuance intention to use FDAs. This study aims to uncover the drivers of the continuance intention to use FDAs by integrating the “technology continuance theory” (TCT) with perceived task-technology fit, perceived value and perceived food safety. Design/methodology/approach Data were collected from 398 individuals in Thailand and evaluated using “partial least squares” (PLS) and “fuzzy-set qualitative comparative analysis” (fsQCA). Findings The PLS results supported the significance of all direct relationships, except the effects of perceived ease of use on attitude and perceived usefulness on continuance intention. Accordingly, perceived food safety positively moderated the impact of perceived ease of use on attitudes. The fsQCA uncovered seven solutions with various combinations of factors that predicted high continuance intention. Practical implications This study enables food delivery apps to develop effective strategies for retaining users and sustaining financial performance. Originality/value This research contributes to the literature by investigating the factors underlying the continuous use of FDAs with a new PLS-fsQCA technique and applying TCT in a new technological context, FDAs and enriching it by adding three variables: perceived task-technology fit, perceived value and perceived food safety.

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Emojis: can it reduce post-purchase dissonance?

Cited by 5 publications

References 91 publications

Joy and excitement in the purchase process: the role of materialism and brand engagement

Joy and excitement in the purchase process: the role of materialism and brand engagement

Funny but not Credible? Why Using (Many) Emojis Decreases Message Credibility and Source Trustworthiness

Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA

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