Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?

Abstract

PurposeThis study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand emojis used.Design/methodology/approachAn online survey was administered to Koreans in their 20s. Starbucks brand emojis were classified into three types: static gesture, animated gesture and a combined animated gesture and displayed word. A moderated–mediation analysis was performed to verify the research hypotheses. Gender, age, region of residence, frequency of Starbucks use and Starbucks favorability were used as control variables.FindingsAnimations in emojis were shown to strengthen the marketing effect. Further, combining animated prosocial gestures and displayed words had a more positive marketing effect than merely applying animated prosocial gestures.Originality/valueThis study closely examined the role of verbal, in the form of colloquial words, and nonverbal aspects, in the form of emojis, in the creation of positive business outcomes. Additionally, the positive marketing effect of animated emojis is discussed from a mechanistic point of view by linking research results to those in the field of neuroscience (mirroring by mirror neurons).