International journal of advanced smart convergence

  • 제13권1호
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  • Pages.129-139
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  • 2024
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  • 2288-2847(pISSN)
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  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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Emoji advertising in social media and its effects on consumer behavior: Assessing purchase intentions and brand metaphorical warmth

  • Chen, Mingyuan (Division of Communication & Media, Ewha Womans University) ;
  • Hu, Jiayu (Division of Communication & Media, Ewha Womans University) ;
  • Yoo, Seungchul (Division of Communication & Media, Ewha Womans University)
  • 투고 : 2024.01.28
  • 심사 : 2024.02.14
  • 발행 : 2024.03.31
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초록

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

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