Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)

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How Should Emoji be Used in Advertisements?

Authors
Shuwei Wang1, *, Sigen Song1
1Department of Business Administration, Shanghai Institute of Technology, 100, Haiquan Road, Fengxian, Shanghai, China
*Corresponding author. Email: 226121152@mail.sit.edu.cn
Corresponding Author
Shuwei Wang
Available Online 30 December 2023.
DOI
10.2991/978-94-6463-326-9_3How to use a DOI?
Keywords
emoji; FSQCA; social presence; interest; purchasing intention
Abstract

Previous studies have focused on studying the emoji usage in marketing from a univariate perspective. Thus, this study seeks to appraise the utilization of emojis in advertisements by considering a combination of emoji characteristics. Study employed fuzzy set qualitative comparative analysis (FSQCA) to examine the combined impact of valence, face or non-face, arousal, number, and position of emojis on purchasing intention from social presence and interest. The results revealed five combinations of advantageous emoji characteristics for purchasing intention, as well as three combinations of disadvantageous emoji characteristics. These combinations exhibited some variability, indicating that benefits can be derived in various scenarios. Besides, emoji characteristics can evoke feelings of social presence and interest among consumers, with different combinations of emoji characteristics yielding varying effects on social presence and interest.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
30 December 2023
ISBN
978-94-6463-326-9
ISSN
2589-4900
DOI
10.2991/978-94-6463-326-9_3How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shuwei Wang
AU  - Sigen Song
PY  - 2023
DA  - 2023/12/30
TI  - How Should Emoji be Used in Advertisements?
BT  - Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
PB  - Atlantis Press
SP  - 18
EP  - 25
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-326-9_3
DO  - 10.2991/978-94-6463-326-9_3
ID  - Wang2023
ER  -