The impact of using emoji in online advertisements on consumer behavior. Case: Banking sector in Lebanon

Tarhini Bassam () and Saikaly Sandy ()
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Tarhini Bassam: Bucharest University of Economic Studies, Bucharest, Romania
Saikaly Sandy: Lebanese International University, Sidon, Lebanon

Proceedings of the International Conference on Business Excellence, 2021, vol. 15, issue 1, 75-90

Abstract: Communication is an essential element in life. It is key to understanding each other, forming relationships, and sharing knowledge, information and ideas. “Social media is modifying the ways we communicate and is providing marketers with interactive means to effectively reach consumers. This has given rise to those digital images known as Emoji, which is a trending topic that is shaping our lives and sculpting its way to related social sciences. Many businesses have been employing emoji in their communication messages, yet little research was conducted in this area. This research will build new insights and will investigate the role of emoji in influencing behaviors in terms of engagement, satisfaction, loyalty, and perception. Abductive approach to theory was used. Secondary data was collected to explore and explain the concept of online marketing psychology using emoji language. The idea is then tested via survey, to modify the existing theory, and to generate a new idea regarding banks via interview as well. Research questions investigated the use of emoji in online communication as an effective way to engage consumers, whether emoji lead to better customer satisfaction and loyalty, and how serious organizations can benefit from employing them to break the perceived “coldness”. Results approved the effectiveness of emoji use in marketing, and they’re no longer limited to “modern” businesses, rather they’re starting to encompass almost all businesses in different industries. The research ends with a set of recommendations that’ll guide businesses through this trend.”

Keywords: Emoji; marketing; social media; satisfaction; loyalty; engagement; banking (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:15:y:2021:i:1:p:75-90:n:7

DOI: 10.2478/picbe-2021-0008

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