To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising
Abstract
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...
Paper Details
Title
To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising
Published Date
Mar 1, 2019
Journal
Volume
96
Pages
147 - 156
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