How the use of animated versus static emojis in online post-purchase communication affects consumer attitude

Abstract

The communication style between seller and consumer is an important component of post-purchase communication, yet little research has examined the role of nonverbal language in online post-purchase communication. Given the prevalence of emojis, which convey a sender's emotion, in both social and business communication online, this article aims to examine how the use of animated emojis in online post-purchase communication differs from the use of static emojis. Through three laboratory experiments, this research shows that consumers' attitudes are more positive when they communicate with sellers who use animated emojis than with sellers who use static emojis in online post-purchase communications (Studies 1 and 2). We also demonstrate that sellers' use of animated emojis, rather than static emojis, increases consumers' perceived emotional support, which subsequently boosts consumers' positive attitudes (Study 2). Notably, when consumers discuss embarrassing products in online post-purchase communications, sellers' use of static emojis is more effective than that of animated emojis (Study 3). These findings therefore provide insights into why and when consumers prefer animated emojis and how sellers can use them appropriately in online post-purchase communications.