Show a smiley face: the persuasive role of emoji on customers’ recycling experiences

IF 9.1 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Contemporary Hospitality Management Pub Date : 2025-02-19 DOI:10.1108/ijchm-01-2024-0054

Seonjeong Ally Lee, Kiwon Lee, Shinyong Jung

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引用次数: 0

Abstract

Purpose

This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling intentions via processing fluency.

Design/methodology/approach

Two 2 × 2 between-subject experiments are conducted to investigate the role of emojis, the moderating role of recycling messages and the mediating role of processing fluency on customers’ recycling experiences.

Findings

Study 1 identifies that customers’ attitudes toward recycling are enhanced when a positive emoji is used with a promotion-focused message, compared to a prevention-focused message. Study 2 finds that customers’ attitudes and recycling intentions are enhanced when a positive emoji is used with an upcycling message, compared to a recycling message. Both Study 1 and Study 2 identify the mediating role of processing fluency.

Practical implications

Results suggest strategically using emojis and various recycling messages to enhance customers’ recycling experience.

Originality/value

This study investigates the role of emojis as an effective recycling communication strategy.

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来源期刊

International Journal of Contemporary Hospitality Management Multiple-

CiteScore

16.90

自引率

31.50%

发文量

239

期刊介绍： The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.