To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising

Das, Gopal; Wiener, Hillary J. D.; Kareklas, Ioannis

doi:10.1016/j.jbusres.2018.11.007

Cited by 144 publications

(191 citation statements)

References 21 publications

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“…Due to their visual and emotional attributes, emoji can be used in marketing activities. Emoji play an important role in attracting attention, stimulating social interactions and enhancing the experience of consumers, along with their willingness to purchase (Das et al, 2019). So it is hardly surprising that emoji are frequently used in consumer interactions (Lee et al, 2014; Negishi, 2014).…”

Section: Research Fields Regarding Emojimentioning

confidence: 99%

A Systematic Review of Emoji: Current Research and Future Perspectives

et al. 2019

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A growing body of research explores emoji, which are visual symbols in computer mediated communication (CMC). In the 20 years since the first set of emoji was released, research on it has been on the increase, albeit in a variety of directions. We reviewed the extant body of research on emoji and noted the development, usage, function, and application of emoji. In this review article, we provide a systematic review of the extant body of work on emoji, reviewing how they have developed, how they are used differently, what functions they have and what research has been conducted on them in different domains. Furthermore, we summarize directions for future research on this topic.

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Section: Research Fields Regarding Emojimentioning

confidence: 99%

A Systematic Review of Emoji: Current Research and Future Perspectives

et al. 2019

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“…In recent years, an increasing number of marketing advertisements have used emojis in promotions (Das et al, 2019). Das et al (2019) have pointed out that including emoticons in advertisements can generate a positive impact on target consumers, and increase their willingness to purchase hedonic products.…”

Section: Prior Studiesmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. Data was collected from sixteen participants who completed two rounds of experiments. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. Suggestions for future studies and practical operations are also discussed.

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“…Y que las organizaciones se han propuesto aprovecharlos para reforzar sus publicaciones de marca (Jaeger, Vidal, Kam & Ares, 2017). Aunque la utilización de emojis, en la comunicación promocional en las redes sociales, se ha incrementado en los últimos años, todavía es incipiente lo que se conoce sobre las reacciones de los consumidores ante el uso de estos símbolos en las publicaciones de marca (Das, Wiener & Kareklas, 2019).…”

Section: El Uso De Emojis Y Caracteres En Las Publicaciones De Redes unclassified

“…Asimismo, quienes reciben emojis negativos se sienten muy mal, con sensaciones de angustia e intranquilidad (Lohmann, Pyka & Zanger, 2017). Das et al (2019) sostienen que la presencia de emojis, en anuncios publicitarios, podría propiciar la intención de compra.…”

Section: El Uso De Emojis Y Caracteres En Las Publicaciones De Redes unclassified

“…Si bien la literatura aún no aclara por qué los emojis pueden afectar las actitudes de los consumidores (Das et al, 2019), algunos autores sugieren que esto puede explicarse por la Teoría del Contagio Emocional, que indica que las personas simplemente "captan" la emoción representada por el emoji, de modo que sus emociones coinciden con las del símbolo (Lohmann et al, 2017). Otros investigadores han encontrado que los emojis son una forma eficiente de compensar las señales no verbales que faltan en la comunicación escrita, lo que podría, del mismo modo, mejorar la eficiencia de los mensajes (Thompson & Filik, 2016).…”

Section: El Uso De Emojis Y Caracteres En Las Publicaciones De Redes unclassified

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Cantidad adecuada de emojis y caracteres para generar eWOM en Facebook

Andrade

Muñoz

Orejuela

2020

SUMNEG

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Currently Retail Food brands understand the importance of social networks in meeting business objectives. Therefore, seek the participation of your clients in these portals through actions such as reactions, comments and shared content (metrics that represent eWOM). Although there are studies that vary the effects of the characteristics of the publications on the performance of eWOM, there are no investigations that identify the appropriate amount of emojis and characters in brand publications to generate greater interaction. Through a negative binomial regression model, the present study establishes the effects of emojis and the extension of the message on user participation on Facebook. The findings reveal that an increase in the number of emojis and characters has positive effects on eWOM actions. However, excessive use of these tools can lead to their decrease.

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To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising

Cited by 144 publications

References 21 publications

A Systematic Review of Emoji: Current Research and Future Perspectives

A Systematic Review of Emoji: Current Research and Future Perspectives

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Cantidad adecuada de emojis y caracteres para generar eWOM en Facebook

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