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Non Face Emojis in Digital Marketing: Effects, Contingencies, and Strategic Recommendations by Satvik Reddy is a document available to read on EtoBox.
What is Non Face Emojis in Digital Marketing: Effects, Contingencies, and Strategic Recommendations about?
This study investigates the impact of non-face (NF) emojis in digital marketing, revealing that they can enhance electronic word-of-mouth (eWOM) volume and message evaluations compared to text. However, the effectiveness of NF emojis is moderated by their function (complementary vs. substitutive) and the number used, with excessive substitutive emojis negatively affecting evaluations, particularly for premium sellers. The research provides actionable insights and guidelines for marketers on the strategic us
- Author
- Satvik Reddy
- Language
- EN