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The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency

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  • Wu, Ruijuan
  • Chen, Jiuqi
  • Lu Wang, Cheng
  • Zhou, Liying

Abstract

Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews across various social media platforms and online retailers, but the boundary condition of its effect on perceived helpfulness and its underlying mechanisms have not been examined in the extant literature. This research investigates the effect of emoji meaning multipleness on review helpfulness through two experiments. The results show that multiple meaning emojis lead to less helpful perception, but user expertise with emojis moderates such an effect. Further, processing fluency plays the mediating role, explaining the relationship between emoji meaning multipleness and perceived review helpfulness. The findings of the present research offer important insights into the underlying mechanisms and boundary conditions of the effective use of emoji in eWOM or online reviews.

Suggested Citation

  • Wu, Ruijuan & Chen, Jiuqi & Lu Wang, Cheng & Zhou, Liying, 2022. "The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency," Journal of Business Research, Elsevier, vol. 141(C), pages 299-307.
    • Handle: RePEc:eee:jbrese:v:141:y:2022:i:c:p:299-307
    DOI: 10.1016/j.jbusres.2021.12.037
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    References listed on IDEAS

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    Cited by:

    1. Zhou, Liying & Mao, Hongyi & Zhao, Taiyang & Wang, Valerie Lynette & Wang, Xiaodong & Zuo, Peng, 2022. "How B2B platform improves Buyers’ performance: Insights into platform’s substitution effect," Journal of Business Research, Elsevier, vol. 143(C), pages 72-80.
    2. Davide Christian Orazi & Bhoomija Ranjan & Yimin Cheng, 2023. "Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 570-597, May.
    3. Zhou, Liying & Jin, Fei & Wu, Banggang & Chen, Zhi & Wang, Cheng Lu, 2023. "Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions," Journal of Business Research, Elsevier, vol. 158(C).
    4. Tobias Maiberger & David Schindler & Nicole Koschate-Fischer, 2024. "Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 119-139, January.
    5. Shan, Minghui & Zhu, Zhenzhong & Song, Chunlei & Chen, Haipeng (Allan), 2023. "The effectiveness of advertising appeals: A culturally-derived power perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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