• Title/Summary/Keyword: emoji advertising

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Emoji advertising in social media and its effects on consumer behavior: Assessing purchase intentions and brand metaphorical warmth

  • Chen, Mingyuan;Hu, Jiayu;Yoo, Seungchul
    • International journal of advanced smart convergence
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    • v.13 no.1
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    • pp.129-139
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    • 2024
  • 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.