When and why do artifact emojis lead to backfire effects on consumer response?

IF 4.4 3区 管理学 Q2 BUSINESS
Claire Heeryung Kim, Lura Forcum, Michael Giebelhausen
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引用次数: 0

Abstract

In online settings, firms have rapidly adopted emojis in their marketing messages. Thus, marketing research and practice have begun to examine emojis in recent years. However, while prior work has examined the impact of emojis that depict facial expressions and body movements (i.e., kinesic emojis), research into emojis that represent objects (i.e., artifact emojis) is scarce. The present research fills this void by showing that artifact emojis can negatively influence consumer response. Specifically, the authors demonstrate that the presence (vs. absence) of artifact emojis in broadcast marketing messages increases skepticism, as consumers infer the brand has ulterior motives for emoji use. Subsequently, they show decreased response to the brand's broadcast message on multiple marketing outcomes. Moderators that strengthen or weaken the observed effects are also examined: when emojis are less (vs. more) relevant to the text and when artifact emojis substitute (vs. supplement) the word they represent.

神器表情符号何时以及为何会对消费者反应产生反作用?
在网络环境中,企业在营销信息中迅速采用了表情符号。因此,近年来的营销研究和实践开始对表情符号进行研究。然而,虽然之前的研究已经考察了描绘面部表情和肢体动作的表情符号(即动态表情符号)的影响,但对代表物体的表情符号(即人工表情符号)的研究却很少。本研究填补了这一空白,证明了人造表情符号会对消费者的反应产生负面影响。具体来说,作者证明了在广播营销信息中出现(与不出现)伪造表情符号会增加消费者的怀疑,因为消费者会推断品牌使用表情符号是别有用心的。因此,他们对品牌广播信息的反应在多种营销结果中都有所下降。我们还研究了加强或削弱所观察到的效果的调节因素:当表情符号与文本的相关性较低(与较高)时,以及当神器表情符号替代(与补充)其所代表的单词时。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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