The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers

Detalhes bibliográficos
Autor(a) principal: Santos, Raquel Lopes Tonico dos
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/128903
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailersEmojisReciprocityOnline CommunicationTrustCustomer SatisfactionBrand PerceptionDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe increasing popularity of emoji in online environments has aroused interest in comprehending how and in what context its role in Electronic Mediated Communication has a contribution in an effective Relationship Marketing. However, very little research examining the role of emoticons in a commercial relationship provide straight findings. The purpose of this thesis is to investigate and better understand the impact and influence of the use of emoji by the brand between customers and e-retailers, and its reciprocity between the two entities. It intends to understand this impact on social presence and online communication, as well as on customer satisfaction, brand perception and word-of-mouth communication and comprehend if trust mediates the relationship between these components in an online environment. Through a conclusive experiment, findings provide evidence that emojis mostly increase customers’ satisfaction and perception towards the brand. Furthermore, this research contributes to filling the gap regarding the impact of the use of emojis by the brand as well as the reciprocity on their use, offering a more comprehensive framework.Rita, Paulo Miguel Rasquinho FerreiraSzabó-Douat, TeodóraRUNSantos, Raquel Lopes Tonico dos2021-11-232024-11-23T00:00:00Z2021-11-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/128903TID:202809692enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:08:14Zoai:run.unl.pt:10362/128903Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:25.392874Repositório 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 The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
title The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
spellingShingle The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
Santos, Raquel Lopes Tonico dos
Emojis
Reciprocity
Online Communication
Trust
Customer Satisfaction
Brand Perception
title_short The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
title_full The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
title_fullStr The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
title_full_unstemmed The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
title_sort The Impact of Emojis in Online Customer Support Services : A study about the brand emoji use and the reciprocity in the use of emoji between customers and e-retailers
author Santos, Raquel Lopes Tonico dos
author_facet Santos, Raquel Lopes Tonico dos
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Santos, Raquel Lopes Tonico dos
dc.subject.por.fl_str_mv Emojis
Reciprocity
Online Communication
Trust
Customer Satisfaction
Brand Perception
topic Emojis
Reciprocity
Online Communication
Trust
Customer Satisfaction
Brand Perception
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2021
dc.date.none.fl_str_mv 2021-11-23
2021-11-23T00:00:00Z
2024-11-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/128903
TID:202809692
url http://hdl.handle.net/10362/128903
identifier_str_mv TID:202809692
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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