Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

Non-face (NF) emojis are increasingly used to complement or substitute words in digital marketing messages, yet the effects, mechanisms, and contingencies of this communication strategy remain underexplored. In a large-scale longitudinal study of Airbnb listings, we show that NF emojis (vs. simple t...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2023-05, Vol.51 (3), p.570-597
Main Authors: Orazi, Davide Christian, Ranjan, Bhoomija, Cheng, Yimin
Format: Article
Language:English
Subjects:
Business and Management
Digital communications
Digital marketing
Emojis
Emotions
Longitudinal studies
Marketing
Marketing communications
Methods
Mixed methods research
Original Empirical Research
Purchase intention
Social Sciences
Strategic planning (Business)
Written language
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