The Impact of Emojis on Users' Responses Online

Ing. Hoang My Ly

Master's thesis

Abstract:

This research investigated the role of presence of emojis in advertisements on customer brand engagement and purchase intentions. It also focused on how these relationships differ across different age groups. Non-probability convenience and purposive sampling approach were employed to collect survey data with 168 respondents. Paired samples t-test and regression analysis were conducted. The result indicated that the presence of emojis in advertisements increased customer engagement, causing purchase intentions increment. Additionally, younger consumers exhibited higher customer brand engagement and subsequently purchase intentions than their older counterparts. This study suggests that by incorporating emojis and visual content, digital marketers can enhance recall and engagement, particularly when targeting a younger audience.

Abstract:

This research investigated the role of presence of emojis in advertisements on customer brand engagement and purchase intentions. It also focused on how these relationships differ across different age groups. Non-probability convenience and purposive sampling approach were employed to collect survey data with 168 respondents. Paired samples t-test and regression analysis were conducted. The result indicated that the presence of emojis in advertisements increased customer engagement, causing purchase intentions increment. Additionally, younger consumers exhibited higher customer brand engagement and subsequently purchase intentions than their older counterparts. This study suggests that by incorporating emojis and visual content, digital marketers can enhance recall and engagement, particularly when targeting a younger audience.

Keywords

Emoji, Digital Marketing, Social Media, Customer Brand Engagement, Purchase Decisions, Master Thesis

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2024

Thesis defence

• Date of defence: 19. 6. 2024
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management