The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective

Viktoria Distel (), Roman Egger (), Ugljesa Petrovic (), Viet Linh Phan () and Simon Wiesinger ()
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Viktoria Distel: Salzburg University of Applied Sciences
Roman Egger: Salzburg University of Applied Sciences
Ugljesa Petrovic: Salzburg University of Applied Sciences
Viet Linh Phan: Salzburg University of Applied Sciences
Simon Wiesinger: Salzburg University of Applied Sciences

A chapter in Information and Communication Technologies in Tourism 2022, 2022, pp 134-145 from Springer

Abstract: Abstract The relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.

Keywords: Emoji; Instagram; Social media advertising; Tourism marketing (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-94751-4_13

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