Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations.

IF 9.5 1区管理学 Q1 BUSINESS

Journal of the Academy of Marketing Science Pub Date : 2023-01-01 DOI:10.1007/s11747-022-00917-z

Davide Christian Orazi, Bhoomija Ranjan, Yimin Cheng

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引用次数: 3

Abstract

Non-face (NF) emojis are increasingly used to complement or substitute words in digital marketing messages, yet the effects, mechanisms, and contingencies of this communication strategy remain underexplored. In a large-scale longitudinal study of Airbnb listings, we show that NF emojis (vs. simple text) lead to an increase in eWOM volume, an effect we replicate experimentally. This effect is qualified by important boundary conditions whose underlying mechanisms are investigated in two additional experimental studies. At the message level, using multiple substitutive (vs. complementary) NF emojis reduces message evaluations and eWOM volume due to reduced processing fluency. At the source level, seller quality further moderates the interaction between emoji function and emoji number: for premium sellers, using multiple NF emojis reduces message evaluations and eWOM volume irrespective of their function due to reduced perceptions of competence. We distill these findings into detailed managerial guidelines for using NF emojis in digital marketing.

Supplementary information: The online version contains supplementary material available at 10.1007/s11747-022-00917-z.

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数字营销中的非面部表情符号:效果、偶然性和战略建议。

在数字营销信息中，非面部表情符号越来越多地用于补充或替代文字，但这种沟通策略的效果、机制和偶然性仍未得到充分探索。在对Airbnb房源的大规模纵向研究中，我们发现NF表情符号(与简单文本相比)会导致edom数量的增加，我们通过实验复制了这一效应。这种效应是由重要的边界条件限定的，其潜在机制在另外两个实验研究中进行了研究。在消息级别，使用多个替代(相对于互补)NF表情符号减少了消息评估和eWOM量，因为处理流畅性降低。在来源层面，卖家质量进一步调节了表情符号功能和表情符号数量之间的相互作用:对于优质卖家来说，使用多个NF表情符号会降低消息评估和ewm量，而不管它们的功能如何，因为它们会降低对能力的感知。我们将这些发现提炼成在数字营销中使用NF表情符号的详细管理指南。补充信息:在线版本包含补充资料，提供地址为10.1007/s11747-022-00917-z。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.