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Cavalheiro, B. P. , Prada, M., Rodrigues, D. L., Garrido, M. V. & Lopes, D. (2022). With or without Emoji? Perceptions about Emoji use in different brand-consumer communication contexts. Human Behavior and Emerging Technologies. 2022

B. M. Cavalheiro et al.,  "With or without Emoji? Perceptions about Emoji use in different brand-consumer communication contexts", in Human Behavior and Emerging Technologies, vol. 2022, 2022

@article{cavalheiro2022_1784425376349,
	author = "Cavalheiro, B. P.  and Prada, M. and Rodrigues, D. L. and Garrido, M. V. and Lopes, D.",
	title = "With or without Emoji? Perceptions about Emoji use in different brand-consumer communication contexts",
	journal = "Human Behavior and Emerging Technologies",
	year = "2022",
	volume = "2022",
	number = "",
	doi = "10.1155/2022/3036664",
	url = "https://www.hindawi.com/journals/hbet/"
}

TY  - JOUR
TI  - With or without Emoji? Perceptions about Emoji use in different brand-consumer communication contexts
T2  - Human Behavior and Emerging Technologies
VL  - 2022
AU  - Cavalheiro, B. P. 
AU  - Prada, M.
AU  - Rodrigues, D. L.
AU  - Garrido, M. V.
AU  - Lopes, D.
PY  - 2022
SN  - 2578-1863
DO  - 10.1155/2022/3036664
UR  - https://www.hindawi.com/journals/hbet/
AB  - Brands are increasingly using emoji in their computer-mediated communication (CMC). However, research on how consumers perceive such use, and the determinants of those perceptions, is scarce and results may be inconsistent. In a cross-sectional study () we examined how appropriate participants considered to be the use of emoji by brands, across five brand-consumer communication contexts. We additionally examined whether these perceptions were determined by demographic and individual variables (e.g., gender and frequency of emoji use), as well as individual views about emoji use in written CMC. Overall, perceptions toward the use of emoji by brands depended on the context, with participants considering more appropriate for brands to use emoji when publicizing on social media and less appropriate when making callbacks of defective products. Results further showed that such perceptions were more favorable among younger participants and those who used emoji more frequently, but also among those who considered emoji use more useful and formal. These findings contribute to the CMC field by highlighting how perceptions of emoji use by brands are shaped, while also informing how brands can enhance CMC with consumers.
ER  -