Emoji Are Not All Created Equal: The Effects of Emoji Variations on Brand Attitudes, Product Quality Expectations and Trial Intentions
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DOI: 10.1111/ijcs.70088
Abstract: Contributing to a burgeoning area of research on the nuanced effects of emojis in brand communications, the current research builds understanding of two dominant forms of emoji role—emojis as text reinforcement and emojis as text… read more here.
Keywords: product; attitudes product; quality expectations; brand ... See more keywords