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Emojis to conversion on social media: Insights into online consumer engagement and reactions

Author

Listed:
  • Dušan Mladenović
  • Kamil Koštiál
  • Nikolina Ljepava
  • Ondřej Částek
  • Yash Chawla

Abstract

Emojis have become extremely popular in online marketing. Marketers use emojis to humanize their voice and elicit an emotional response from their target audiences. However, little is known about how emojis are perceived and what kind of reactions they evoke in consumers. The aim of this study is to examine whether exposure to emojis leads to an increased purchase intention, and whether its use leads to higher revenue generation and campaign effectiveness. The results show that the use of emojis had a negative effect on purchase intention; however, it was positive when mediated by positive affect. Emojis increased the effectiveness of marketing campaigns for hedonic products and had a strong impact on the return on advertising spend. However, for utilitarian products, the effect was marginal. The findings have theoretical and practical implications, particularly for the type of products emojis are most effective in promoting, gender differences, and real-life consumer behavior.

Suggested Citation

  • Dušan Mladenović & Kamil Koštiál & Nikolina Ljepava & Ondřej Částek & Yash Chawla, 2021. "Emojis to conversion on social media: Insights into online consumer engagement and reactions," WORking papers in Management Science (WORMS) WORMS/21/13, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms2113
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_21_13.pdf
    File Function: Original version, 2020
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    References listed on IDEAS

    as
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    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics

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