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Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

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  • Davide Christian Orazi

    (Monash Business School)

  • Bhoomija Ranjan

    (Monash Business School)

  • Yimin Cheng

    (Monash Business School)

Abstract

Non-face (NF) emojis are increasingly used to complement or substitute words in digital marketing messages, yet the effects, mechanisms, and contingencies of this communication strategy remain underexplored. In a large-scale longitudinal study of Airbnb listings, we show that NF emojis (vs. simple text) lead to an increase in eWOM volume, an effect we replicate experimentally. This effect is qualified by important boundary conditions whose underlying mechanisms are investigated in two additional experimental studies. At the message level, using multiple substitutive (vs. complementary) NF emojis reduces message evaluations and eWOM volume due to reduced processing fluency. At the source level, seller quality further moderates the interaction between emoji function and emoji number: for premium sellers, using multiple NF emojis reduces message evaluations and eWOM volume irrespective of their function due to reduced perceptions of competence. We distill these findings into detailed managerial guidelines for using NF emojis in digital marketing.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-022-00917-z
    DOI: 10.1007/s11747-022-00917-z
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