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.

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• Psicologia - Ciências Sociais
• Ciências da Comunicação - Ciências Sociais
• Outras Ciências Sociais - Ciências Sociais