Emojis as heuristic cues: The multifaceted role of emojis in online service interactions

Recent technological advances have allowed businesses to adopt emojis when interacting with consumers. To gain in‐depth theoretical and managerial insight into this trend, five pre‐registered studies (1 field observation and four controlled experiments) indicate that emojis in digital communication...

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Bibliographic Details
Published in:Journal of consumer behaviour 2024-07, Vol.23 (4), p.1929-1941
Main Authors: Shuqair, Saleh, Pinto, Diego Costa, Herter, Márcia Maurer, Mattila, Anna
Format: Article
Language:English
Subjects:
Communication
Consumer behavior
Cues
Emojis
Heuristic
Information processing
Online information services
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Summary:Recent technological advances have allowed businesses to adopt emojis when interacting with consumers. To gain in‐depth theoretical and managerial insight into this trend, five pre‐registered studies (1 field observation and four controlled experiments) indicate that emojis in digital communication work as heuristic cues that might have a differential effect depending on elaboration likelihood and outcome valence. Drawing on the Heuristic Information Processing and elaboration likelihood model, this research reveals that emojis can systematically influence consumers' elaboration. Findings indicate that low elaboration in positive encounters results in a positive heuristic cue boost (emojis improve customer evaluation). In turn, high elaboration on negative service outcomes makes the heuristic content relevant, such that positive (vs. negative) emojis will bring attention to and reinforce the interaction's positive (vs. negative) aspects. This research contributes to emerging studies on the role of emojis in digital communication.
ISSN:1472-0817
1479-1838
DOI:10.1002/cb.2310