Abstract
Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews across various social media platforms and online retailers, but the boundary condition of its effect on perceived helpfulness and its underlying mechanisms have not been examined in the extant literature. This research investigates the effect of emoji meaning multipleness on review helpfulness through two experiments. The results show that multiple meaning emojis lead to less helpful perception, but user expertise with emojis moderates such an effect. Further, processing fluency plays the mediating role, explaining the relationship between emoji meaning multipleness and perceived review helpfulness. The findings of the present research offer important insights into the underlying mechanisms and boundary conditions of the effective use of emoji in eWOM or online reviews.
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 callDisclaimer: 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.
