Applying Emoji in Enhancing Communication in Online Sale Interaction to Improve Customer Experience

Nguyen Duc Son ()
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Nguyen Duc Son: FPT—Greenwich Vietnam University

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 1555-1565 from Springer

Abstract: Abstract Emojis in online shopping today reflect and adapt to many aspects of culture and language, thus creating rich and diverse communicative experiences through online interactions. This paper explores emojis in a novel way, primarily from the perspective of semiotics. The study decodes the deeper communication functions of emojis and examines how these icons influence customers’ decision-making and interactions through their experiences and promote meaningful interactions. The study shows how emojis can function as cultural and linguistic symbols of branding communication during customers’ online shopping processes. Furthermore, with an interdisciplinary approach integrating design thinking and user-centric design, the study addresses key aspects of customer interaction, empathy, and emotional connection. The findings reveal how semiotic principles, aesthetics, and user-centered philosophy guide the emoji design process effectively. They add meaning to emojis and help them convey complex, multi-layered messages that positively impact the customer experience by making product information more accessible and enhancing the connection between brands and consumers. The contributions of the study provide both theoretical insights and practical applications, providing a model for creating emojis that convey nuanced meanings. As a result, they contribute to transforming online sales communication.

Keywords: Emoji; Semiotics; Online sale interaction; Customer experience (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-4116-1_101

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DOI: 10.1007/978-981-96-4116-1_101

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