To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising
By Gopal Das, Hillary J. D. Wiener, Ioannis Kareklas. Journal of business research, 2019
197 citations recorded by the source corpus.
In recent years, advertisers have increasingly been using emoji in their promotional communications. However, little is known about how consumers might react to the use of emoji in advertisements. In this paper, we examine the effect of including emoji in advertisements on consumers' purchase intentions. Two empirical investigations (a laboratory experiment and an online study) provide convergent evidence that the presence of emoji leads consumers to experience higher positive affect, which in turn, leads to higher purchase intentions. We also examined the moderating influence of product type (utilitarian vs. hedonic) on the emoji ➔ positive affect ➔ purchase intentions link, finding that emoji are only effective for promoting hedonic products. The findings of our work offer theoretical and managerial implications with respect to why and when emoji are likely to make advertisements more effective.
Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/c7feaaff97479fd601c90d618753ba955f9dbffa
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In Sociology and Political Science
In Human-Computer Interaction
Citations in the corpus
- A Systematic Review of Emoji: Current Research and Future Perspectives (2019, background): “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).”