Abstract
Abstract Communication is an essential element in life. It is key to understanding each other, forming relationships, and sharing knowledge, information and ideas. “Social media is modifying the ways we communicate and is providing marketers with interactive means to effectively reach consumers. This has given rise to those digital images known as Emoji, which is a trending topic that is shaping our lives and sculpting its way to related social sciences. Many businesses have been employing emoji in their communication messages, yet little research was conducted in this area. This research will build new insights and will investigate the role of emoji in influencing behaviors in terms of engagement, satisfaction, loyalty, and perception. Abductive approach to theory was used. Secondary data was collected to explore and explain the concept of online marketing psychology using emoji language. The idea is then tested via survey, to modify the existing theory, and to generate a new idea regarding banks via interview as well. Research questions investigated the use of emoji in online communication as an effective way to engage consumers, whether emoji lead to better customer satisfaction and loyalty, and how serious organizations can benefit from employing them to break the perceived “coldness”. Results approved the effectiveness of emoji use in marketing, and they’re no longer limited to “modern” businesses, rather they’re starting to encompass almost all businesses in different industries. The research ends with a set of recommendations that’ll guide businesses through this trend.”
Highlights
Marketers are not psychologists though they influence their audience through the utilization of psychology and in order to create tempting products to them
The first two questions were identification questions that introduced respondents: the aim was to find out how gender and age relates with emoji perception
Examining previous research identified that females are more responsive to emoji than men (Andral and Larroque, 2016)
Summary
Marketers are not psychologists though they influence their audience through the utilization of psychology and in order to create tempting products to them. Understanding psychology allows marketers to have a better understanding about their audiences’ needs and the way they’ll react to communication messages (Webster, 1749). Remote communication gives us immediate fulfillment but it lacks face-to-face interaction and lack of body language such as: gestures and eye movement. Such lack of interaction may jeopardize the quality of the message and may result in misinterpretations to the message. Online emojis come handy in reflecting the right feelings intended and minimize misinterpretation by the receiver
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Proceedings of the International Conference on Business Excellence
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
