The Impact of Emojis and Emoticons on Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, and Purchase Intent.

Publication Year:
2016
Usage 3941
Downloads 3240
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Repository URL:
https://scholarcommons.usf.edu/etd/6513
Author(s):
Hill, Jayme Hill
Tags:
Paralinguistic Cues; electronic Word of Mouth; Purchase Intent; Brand Relationship; Customer Satisfaction; Online Consumer Review
thesis / dissertation description
Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent.Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both a low and high involvement product.Result support previous eWOM research as valence of the review had the largest impact on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent with an interesting finding where in most cases the addition of an emoji in positive valence message attributes to the strongest findings.With the increase in emoji usage in marketing and advertising, it is important that business are utilizing these tools in effective means otherwise the use of these paralinguistic cues could negatively impact the companies quality of the response to an online consumer review, brand relationship, purchase intent.