Abstract
Social marketing can be described as non-profit organizations' marketing activities. With social marketing activities, it is aimed to create awareness of the campaign issues for create a useful behavioral pattern in society. As for business organizations, promotion is an important part of marketing activities in nonprofit organizations too. With the usage of the Internet in the marketing area, new channels have emerged to perform promotional activities. Social media can be described as one of these new channels. The most important reason of usage of social media as a promotion channel by nonprofit organizations is the possibility to reach more people on a tight budget. Also, social media provides to create an interactive communication, to measure campaign results and to transmit campaign messages to the right audience. Recently the newest concept using as a promotional tool can be described as emoji. Many companies including nonprofit organizations have started to use emojis in their advertising campaigns. The aim of this Study is to aimed to measure the attitudes towards emoji usage in social marketing campaigns and to guide companies who are going to use emojis in their advertising campaigns in the future. Not to encounter studies about measuring the effectiveness of emojis in marketing literature, expresses the importance of the study. In the study, experimental design method has been used and a survey has been applied to the selected sample. According to the results of the study, it has been concluded that emojis are effective for social advertising campaigns. Participants expressed that, usage of emojis in advertising campaigns is suitable for social campaigns. And using emojis in advertising campaigns explains the Project successfully. They expressed that the transmitted message of campaign is informative and effective. And also participants expressed that these kinds of campaigns are attractive, creative and innovative.
Highlights
As well as in profit-oriented firms, promotional activities constitute a significant part of marketing activities in nonprofit firms too
As a result of the studies carried out in other disciplines related to emoji, there are findings that, such as the fact that people perceive the expressions in emojis as real human emotions and that emojis are the simplest and fastest way to express emotions (Golden, 2015) (Churches et al, 2014)
The use of emojis in digital marketing in similar researches is increasing day by day, the fact that no studies were found in the marketing literature to determine its effectiveness has been the most decisive factor in the realization of this research
Summary
As well as in profit-oriented firms, promotional activities constitute a significant part of marketing activities in nonprofit firms too. With the Beginning of using in the marketing activities of the Internet, new promotion channels have been emerged. The possibility of reaching the target group everywhere at every moment with the beginning mobile usage of the internet, the growth in smart phone usage and the increase in social media usage has made online environments to become an important promoting tool for nonprofit organizations, especially due to their limited budgets. Many organizations around the world, including non-profit organizations, are starting to use emojis in their advertising campaigns. The recognition of emoji as a common language all over the world and being seen as the easiest way to express emotions can be explained as two main reasons why companies use emoji in their promotional campaigns.
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