An Empirical Study on the Effective Usage of Emojis in Marketing Communication

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  • Title: An Empirical Study on the Effective Usage of Emojis in Marketing Communication
  • Author(s): Winslet Ting Yan Chan, Chi Hong Leung
  • Publisher: Common Ground Research Networks
  • Collection: Common Ground Research Networks
  • Series: Technology, Knowledge & Society
  • Journal Title: The International Journal of Technology, Knowledge, and Society
  • Keywords: Emoji, Marketing Communication, Communication Enhancement, Users’ Attitudes
  • Volume: 15
  • Issue: 1
  • Year: 2019
  • ISSN: 1832-3669 (Print)
  • DOI: https://doi.org/10.18848/1832-3669/CGP/v15i01/1-18
  • Citation: Chan, Winslet Ting Yan , and Chi Hong Leung. 2019. "An Empirical Study on the Effective Usage of Emojis in Marketing Communication." The International Journal of Technology, Knowledge, and Society 15 (1): 1-18. doi:10.18848/1832-3669/CGP/v15i01/1-18.
  • Extent: 18 pages

Abstract

Emojis are now commonly used in the online environment, ranging from personal communication among peers to marketing promotions directed toward consumers. The total number of Emojis used in different online communication platforms exceeds 2,800 and is increasing continuously. Selecting a proper Emoji and using it effectively to enhance communication is not as simple a task as it appears at first glance. This research examines various aspects of the effective usage of Emojis including the number, position, and type (e.g., facial and non-facial) of Emojis in an online message. A survey with 234 respondents was conducted to investigate online users’ attitudes toward the usage of Emoji. The survey results showed that in general, users like using Emojis with text in online communication. Survey findings revealed that messages with Emojis were more preferable than those without. Facial expression-related Emojis are preferable in a generic context, while context-relevant Emojis are best used in specific situations. The preferable position for using an Emoji is at the end of a message. In addition, a memory test with 154 subjects (out of the 234 respondents mentioned above) was performed to show that using Emoji in a text could enhance the audience members’ memory of the text. This supports the hypothesis that Emojis can create and improve awareness of a message and enhance communication in the online environment.