Emoji Marketing: Strengthening the Consumer Brand Relationship and Its Downstream Effects

Authors

Tessa Marcela Garcia-Collart, Florida International UniversityFollow

Document Type

Dissertation

Degree

Doctor of Philosophy (PhD)

Major/Program

Business Administration

First Advisor's Name

Jayati Sinha

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Kimberly Taylor

Second Advisor's Committee Title

Committee Member

Third Advisor's Name

Ronald Mesia

Third Advisor's Committee Title

Committee Member

Fourth Advisor's Name

Valentina Bruk-Lee

Fourth Advisor's Committee Title

Committee Member

Fifth Advisor's Name

Maura L. Scott

Fifth Advisor's Committee Title

Committee Member

Keywords

emoji marketing, consumer-brand relationship, consumer-brand connections

Date of Defense

3-9-2020

Abstract

Brands communicate and engage directly with their consumers using online communications that often contain emojis. While recent research has examined some of the implications of emojis within marketing contexts, a question still remains regarding the role of emojis in the consumer-brand relationship, and how this digital language can create stronger connections with consumers. In this research, I find that emojis increase perceptions of the brand as a human, thereby enhancing consumer-brand connections with favorable downstream consumption consequences such as word of mouth, click through rates, brand attitudes, willingness to pay, and purchase behaviors.

Findings from this research contribute to marketing theory by extending our knowledge of the influence of new technologies, such as emojis in the digital marketplace. Additionally, these findings advance our understanding of emojis (both facial and non-facial emojis) as a digital language that allows brands to communicate with consumers in a more relatable manner. Consequently, marketing managers can be equipped with this information to strategically plan digital brand communications to include emojis and nurture a closer relationship between consumer and brand.

Identifier

FIDC008900

Recommended Citation

Garcia-Collart, Tessa Marcela, "Emoji Marketing: Strengthening the Consumer Brand Relationship and Its Downstream Effects" (2020). FIU Electronic Theses and Dissertations. 4441.
https://digitalcommons.fiu.edu/etd/4441