IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v11y2025i1d10.1186_s43093-025-00509-7.html
   My bibliography  Save this article

Modeling emoji online marketing on websites among young consumers: the moderation effect of age

Author

Listed:
  • Mihlali Maraule

    (Cape Peninsula University of Technology)

  • Rodney Duffett

    (Cape Peninsula University of Technology)

  • Tudor Edu

    (Romanian-American University)

Abstract

The incorporation of emojis in online marketing can result in positive attitudes toward businesses and brands and purchase intentions among Generation Z consumers. This study aims to integrate various other constructs with Technological Acceptance Model variables to assess emoji online marketing on websites. Additionally, this study will also explore the moderating effect of age on behavioral associations. A sample of 485 Generation Z customers was used to determine the effectiveness of using emojis for online marketing. The study used both a quantitative research strategy and a descriptive research design. A non-probability snowball sampling method was used to gather data from young South African respondents via a self-administered questionnaire. The hypotheses were tested using structural equation modeling. The findings of the research proved a number of favorable associations between customer engagement, perceived usefulness, perceived ease of use, involvement, trust, and purchase intention. Notably, older consumers within the Generation Z cohort demonstrated favorable behavioral attitude associations due to emoji online marketing on websites. The study contributes to the development of a comprehensive Technological Acceptance Model in the context of emoji online marketing. The findings are valuable as younger generations seek businesses and brands that possess a deep understanding of their needs to establish a meaningful engagement with them.

Suggested Citation

  • Mihlali Maraule & Rodney Duffett & Tudor Edu, 2025. "Modeling emoji online marketing on websites among young consumers: the moderation effect of age," Future Business Journal, Springer, vol. 11(1), pages 1-15, December.
  • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00509-7
    DOI: 10.1186/s43093-025-00509-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-025-00509-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1186/s43093-025-00509-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00509-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.