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The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Viktoria Distel

    (Salzburg University of Applied Sciences)

  • Roman Egger

    (Salzburg University of Applied Sciences)

  • Ugljesa Petrovic

    (Salzburg University of Applied Sciences)

  • Viet Linh Phan

    (Salzburg University of Applied Sciences)

  • Simon Wiesinger

    (Salzburg University of Applied Sciences)

Abstract

The relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.

Suggested Citation

  • Viktoria Distel & Roman Egger & Ugljesa Petrovic & Viet Linh Phan & Simon Wiesinger, 2022. "The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 134-145, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_13
    DOI: 10.1007/978-3-030-94751-4_13
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