Research on the Influence of Emoji in Advertising Slogans on Consumers' Purchase Intention

Abstract

In the Internet era emoji are being used more and more frequently, this study focuses on how the use of emoji in product advertising slogans affects consumers' purchase intentions. We conducted 2 experiments to explore this issue. Experiment 1 found that adding emoji to product advertisements would increase consumers' willingness to buy products, and the effect was mediated by psychological simulation. Based on this, Experiment 2 further found that the position of the emoji in the tagline would have a moderating effect, i.e., the emoji would increase purchase intention only when the emoji was in the middle of the tagline, while the emoji's effect on purchase intention disappeared when the emoji was on both sides (left or right). This study makes some theoretical contributions and practical contributions to how emoji can be used in the consumer market.