Using emoji in response to customer reservation requests and service reviews
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/25920 |
Resumo: | The use of paralinguistic cues—including emoji—in computer-mediated communication has become prevalent in recent years. Brands and service providers have also been using these cues in their communication strategies. And yet, research examining how such emoji use influences customers’ perception and behavior is still scarce. In two experiments (combined ), we tested if using emoji to reply to a customer request (restaurant reservation, Study 1) or online review (hotel experience, Study 2) influenced perceptions of the brands. The emoji used by the brand was always congruent with the valence of the situation. Results from both studies revealed that the presence (vs. absence) of emoji influenced consumers’ perception of the brand/service at several levels. Specifically, the restaurant/hotel was perceived to have a more informal communication style, have a warmer service, and be more modern. In Study 1, we also observed that emoji use had a positive impact on competence perception and reservation intentions. Importantly, these effects of emoji use were not moderated by the valence of the situation. Taken together, our results showed that emoji can influence different perceptions about brands and services and determine how customers relate to brands. |
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Using emoji in response to customer reservation requests and service reviewsThe use of paralinguistic cues—including emoji—in computer-mediated communication has become prevalent in recent years. Brands and service providers have also been using these cues in their communication strategies. And yet, research examining how such emoji use influences customers’ perception and behavior is still scarce. In two experiments (combined ), we tested if using emoji to reply to a customer request (restaurant reservation, Study 1) or online review (hotel experience, Study 2) influenced perceptions of the brands. The emoji used by the brand was always congruent with the valence of the situation. Results from both studies revealed that the presence (vs. absence) of emoji influenced consumers’ perception of the brand/service at several levels. Specifically, the restaurant/hotel was perceived to have a more informal communication style, have a warmer service, and be more modern. In Study 1, we also observed that emoji use had a positive impact on competence perception and reservation intentions. Importantly, these effects of emoji use were not moderated by the valence of the situation. Taken together, our results showed that emoji can influence different perceptions about brands and services and determine how customers relate to brands.Wiley2022-07-21T15:29:56Z2022-01-01T00:00:00Z20222022-07-21T16:29:09Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/25920eng2578-186310.1155/2022/1433055Prada, M.Saraiva, M.Cruz, S.Xavier, S.Rodrigues, D. L.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:37:30Zoai:repositorio.iscte-iul.pt:10071/25920Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:06.887201Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Using emoji in response to customer reservation requests and service reviews |
title |
Using emoji in response to customer reservation requests and service reviews |
spellingShingle |
Using emoji in response to customer reservation requests and service reviews Prada, M. |
title_short |
Using emoji in response to customer reservation requests and service reviews |
title_full |
Using emoji in response to customer reservation requests and service reviews |
title_fullStr |
Using emoji in response to customer reservation requests and service reviews |
title_full_unstemmed |
Using emoji in response to customer reservation requests and service reviews |
title_sort |
Using emoji in response to customer reservation requests and service reviews |
author |
Prada, M. |
author_facet |
Prada, M. Saraiva, M. Cruz, S. Xavier, S. Rodrigues, D. L. |
author_role |
author |
author2 |
Saraiva, M. Cruz, S. Xavier, S. Rodrigues, D. L. |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Prada, M. Saraiva, M. Cruz, S. Xavier, S. Rodrigues, D. L. |
description |
The use of paralinguistic cues—including emoji—in computer-mediated communication has become prevalent in recent years. Brands and service providers have also been using these cues in their communication strategies. And yet, research examining how such emoji use influences customers’ perception and behavior is still scarce. In two experiments (combined ), we tested if using emoji to reply to a customer request (restaurant reservation, Study 1) or online review (hotel experience, Study 2) influenced perceptions of the brands. The emoji used by the brand was always congruent with the valence of the situation. Results from both studies revealed that the presence (vs. absence) of emoji influenced consumers’ perception of the brand/service at several levels. Specifically, the restaurant/hotel was perceived to have a more informal communication style, have a warmer service, and be more modern. In Study 1, we also observed that emoji use had a positive impact on competence perception and reservation intentions. Importantly, these effects of emoji use were not moderated by the valence of the situation. Taken together, our results showed that emoji can influence different perceptions about brands and services and determine how customers relate to brands. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-21T15:29:56Z 2022-01-01T00:00:00Z 2022 2022-07-21T16:29:09Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/25920 |
url |
http://hdl.handle.net/10071/25920 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2578-1863 10.1155/2022/1433055 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Wiley |
publisher.none.fl_str_mv |
Wiley |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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