The power of facial expressions in branding: can emojis versus human faces shape emotional contagion and brand fun?

Pedro Almeida, Paulo Rita (), Diego Costa Pinto and Márcia Herter
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Pedro Almeida: Universidade NOVA de Lisboa
Paulo Rita: Universidade NOVA de Lisboa
Diego Costa Pinto: Universidade NOVA de Lisboa
Márcia Herter: Advance/CSG, ISEG, Universidade de Lisboa

Journal of Brand Management, 2024, vol. 31, issue 5, No 6, 543-556

Abstract: Abstract Despite the growing importance of facial expressions in online brand communications, little is known about the positive and negative effects of replacing human facial expressions with emojis. To address this gap, this research examines how facial expressions (emojis versus human faces) shape consumers' emotional contagion and brand fun. Findings from three experimental studies (two online and one with eye-tracking) demonstrate that the presence of emojis increases brand fun due to the underlying mechanism of emotional contagion. However, although emojis might foster positive brand outcomes, they reduce credibility compared to brand communications using human faces. Finally, this research provides relevant managerial implications for brands that wish to create communications using facial expressions since emojis can positively impact product engagement.

Keywords: Brand fun; Emojis; Emotional contagion; Facial expressions; Human faces (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41262-024-00357-w

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