The Influence of Type of Implicit EWOM on Purchase Intention

Electronic Word-of-mouth (eWOM) helps shape consumers’ purchasing decisions and companies’ marketing choices. Researchers and practitioners have extensively studied textual or word-based eWOM in online reviews, blogs, e-mails, and product sites. The effect of implicit eWOM, eWOM using paralinguistic cues, on consumer behavior has been infrequently studied even though marketers often seek to use implicit eWOM to influence consumers. On Facebook, the most popular social networking platform in the world, three of the most frequently used forms of implicit eWOM are the emoticon, the emoji, and the GIF. A comparison of the effect of types of implicit eWOM on the purchase intention of eWOM receivers was made in two studies. Four theories, specifically, (Social Presence Theory, Short et al., 1976), Affect as Information Theory, (Clore & Storbeck, 2006), the Elaboration Likelihood Model (Petty & Cacioppo, 1984) and the Foote, Cone, and Belding Grid Model (Vaughn, 1980, 1986), were used to frame the studies. In Study 1, four independent groups were shown product reviews that were text only, text plus emoticon, text plus emoji, or text plus GIF. Half of each group were shown a product review of candy and half were shown a product review of a computer. The products represent different levels of engagement and cognitive/affective processing. Study 2 included four independent groups shown product reviews that were text only or text followed by either an emoticon, an emoji, or a GIF. Each participant was shown reviews of three products (candy, a chair, or a computer), chosen to represent different levels of engagement and cognitive/affective processing. All pairs of groups were compared using an independent groups t-test. No significant increase in purchase intention due to implicit eWOM was found in either study. In two comparisons between text only and 1) text plus emoticon and 2) text plus emoji, purchase intention was higher for the text only review than for the review that included a paralinguistic cue

Investigating effects of emoji on neutral narrative text: evidence from eye movements and perceived emotional valence

Digital images of faces such as emoji in virtual communication have become increasingly popular, but current research findings are inconsistent regarding their emotional effects on perceptions of text. Similarly, emoji effects on reading behaviours are largely unknown and require further examination. The present study (N = 41) investigated how the position and emotional valence of emoji in neutral narrative sentences influenced eye movements during reading and perceptions of sentence valence. Participants read neutral narrative sentences containing smiling or frowning emoji in sentence-initial or sentence-final positions and rated the perceived emotional valence of the sentence. Results from linear mixed-effects models demonstrated significantly longer fixations on sentence-final emoji and longer sentence reading times when emoji were in sentence-final positions. These findings are comparable to sentence ‘wrap-up’ effects witnessed in the processing of lexical units during sentence reading, providing new evidence towards the way readers integrate emoji into contextual processing. However, no impact of emoji valence or position on first-pass target word processing or sentence-valence ratings were found. This would refute previous suggestions that digital faces influence text valence, raising questions about reader preference for emoji or sentence sentiment, the influence of sentence formatting, and delivery/display mechanism on these effects

Motives, frequency and attitudes toward emoji and emoticon use

Electronic Mediated Communication (EMC) has become highly prevalent in our daily lives. Many of the communication formats used in EMC are text-based (e.g., instant messaging), and users often include visual paralinguistic cues in their messages. In the current study, we examined the usage of two of such cues - emoji and emoticons. Specifically, we compared self-reported frequency of use, as well as attitudes (6 bipolar items, e.g., “fun” vs. “boring”) and motives for their usage (9 motives, e.g., “express how I feel to others”). We also examined these indicators according to age and gender. Overall, participants (N = 474, 72.6% women; Mage = 30.71, SD = 12.58) reported using emoji (vs. emoticons) more often, revealed more positive attitudes toward emoji usage, and identified more with motives to use them. Moreover, all the ratings were higher among younger (vs. older) participants. Results also showed that women reported to use emoji (but not emoticons) more often and expressed more positive attitudes toward their usage than men. However, these gender differences were particularly evident for younger participants. No gender differences were found for emoticons usage. These findings add to the emerging body of literature by showing the relevance of considering age and gender, and their interplay, when examining patterns of emoji and emoticons use.info:eu-repo/semantics/acceptedVersio

Using emoji in an e-commerce context: effects in brand perception, quality of service and intention to recommend

The increasing development of digital technologies has lead to business model disruption, transformation and developed new means of providing services and products (e.g., e-banking and e-commerce). In order to cope with, and benefit from these changes, people have changed their habits. Such is the case of Electronic Mediated Communication (EMC) that changed how and what people communicate (e.g., Skype, e-mail). Text-centric EMC (e.g., IM, e-mails) has itself evolved to allow the expression of emotion between sender and receiver, namely through the use of emoji. However how service providers and brands relate with their progressively more digital customer base in electronic contexts, and what may be the outcomes of that relationship is still an unexplored area of research. In the present work, we present two experiments that aimed to examine the influence of emoji use in brand-consumer communication during an online ticket selling transaction, on consumers perception of brand, quality of service and intention to recommend. Besides manipulating emoji presence (or absence), we additionally manipulated message valence (e-commerce transaction success or failure - Experiment 1) and product scarcity (Experiment 2). Overall, results suggest that guaranteeing service success is more determinant of brand and quality of service evaluation than the type of language used. Specifically, in Experiment 1, emoji use seems to have influenced the perception of language informality, while in Experiment 2, seems to have influenced the perception of brands social presence and warmth, language informality and funniness, as well as quality of service.A evolução das tecnologias digitais levou ao surgimento de novos modelos de negócio, e formas de fornecer serviços e produtos (e.g., e-commerce). Adaptando-se a estas mudanças, as pessoas alteraram parte dos seus hábitos. Um exemplo é o caso da Comunicação mediada por meio Eletrónicos (EMC), que mudou a forma e o conteúdo do que as pessoas comunicam (e.g., Skype, e-mail). A EMC em formato de texto (e.g., e-mails) evoluiu, permitindo a expressão da emoção entre emissor e recetor, nomeadamente através da utilização de emoji. No entanto, a forma como marcas e prestadores de serviço se relacionam com clientes em contextos eletrónicos, e quais os possíveis resultados desse relacionamento, é uma área de pesquisa pouco explorada. Neste trabalho apresentamos dois experimentos que examinam a influência do uso de emoji na comunicação da marca-consumidor durante uma venda de bilhetes on-line, na perceção da marca, qualidade do serviço e intenção de recomendar dos consumidores. Para além da presença (ausência) de emoji, manipulámos a valência da mensagem (sucesso ou insucesso da transação - Experimento 1) e a disponibilidade de produto (Experimento 2). Globalmente, os resultados sugerem que garantir o sucesso de serviço é mais determinante para a avaliação de marca e qualidade de serviço do que o tipo de linguagem utilizado. Especificamente, no Experimento 1, o uso de emoji parece influenciar a perceção de informalidade da linguagem, enquanto no Experimento 2, parece ter influenciado a perceção de presença social e calor da marca, de linguagem ser informal e divertida, assim como qualidade de serviço

Perception of meaning and usage motivations of emoticons among Americans and Chinese users

Do people of different cultures agree on the meaning and use of emoticons? This study addresses this question from an inter-cultural perspective and explores the use of emoticons in the American and Chinese Computer-mediated communication (CMC) communities. The research indicates that both the Americans and Chinese participants use emoticons for entertaining, informational and social interaction motivations but the Americans are more likely to use emoticons for information motivations than the Chinese and the Chinese participants are more likely to use emoticons for social interactions than the Americans participants. The results correspond to the cultural differences between the two countries in low-/ high-context and individualism/collectivism dimensions. Moreover, the results also show that the Americans and the Chinese disagree on the meaning of most emoticons used in the study

THE PERSUASIVE IMPACT OF EMOTICONS IN ONLINE WORD-OF-MOUTH COMMUNICATION

The present research proposes a conceptual framework to examine the effect of emoticons on online WOM persuasion. Using a laboratory experiment, we demonstrate that emoticons enhance recipients’ empathy for the communicator, and this effect is moderated by message valence. Enhanced empathy heightens perceived trustworthiness of the communicator and perceived quality of the message, both of which lead to an increase in the persuasiveness of the WOM message. We conclude by discussing the contributions of this research and identifying the directions for future research

The perception of active listening practice on social networks as a determinant of brand engagement

A evolução da internet nos últimos anos levou a uma mudança no ambiente dos negócios, dando origem a uma infinidade de desafios e oportunidades para as empresas. Essa mudança do ambiente físico para o ambiente virtual afetou o relacionamento consumidor-marca, uma vez que a interação entre as duas partes começou a ocorrer principalmente através da mediação da internet, exigindo assim novas formas de colecionar os "insights" dos consumidores para serem aplicados nas estratégias das empresas. Simultaneamente, as redes sociais começaram a tornar-se atraentes para as empresas devido à sua natureza interativa, facilitando conversas com consumidores, mas também o aumento do "online consumer brand engagement". Além disso, as redes sociais e as comunidades de marcas "online" aumentaram a possibilidade dos consumidores desenvolverem um papel ativo no processo de tomada de decisão das empresas, através da criação de "user generated content", juntamente com a partilha de opinião e a troca direta de informações com marcas e outros membros da internet. Para evitar o erro das marcas em relação ao uso das plataformas "online" como apenas outro canal de comunicação e permitir que obtenham os benefícios destas plataformas interativas, a atual dissertação sugere a adaptação da prática da escuta ativa no campo "online", como uma tentativa de melhorar as estratégias de comunicação das marcas. Assim sendo, procura demonstrar que esta prática pode melhorar o relacionamento consumidor-marca através do desenvolvimento de dois estudos qualitativos, como principal abordagem, onde os resultados extraídos no primeiro serão utilizados como insumos para o estudo seguinte.The evolution of the internet over the last few years led to a shift in the business operations environment, giving rise to a plethora of challenges and opportunities for companies. This change from physical to virtual environment affected the consumerbrand relationship, since the interaction between both parties begun to occur primarily through internet’ mediation, thereby requiring new ways of collecting consumers’ insights to be applied into companies’ strategies. Simultaneously, social networks started becoming attractive for companies due to its interactive nature, facilitating conversations with consumers, but also increasing the possibility of enhancing the online consumer brand engagement. Additionally, social networks and online brand communities increased consumers’ possibility of developing an active role in companies’ decisionmaking process, through the creation of user generated content, together with the opinion sharing and directly information exchange with brands and other internet users. Therefore, to avoid brands’ mistake of using online platforms as another ongoing channel and to allow them to yield the great benefits from these interactive platforms, the current dissertation suggests the adaptation of the active listening practice on the online field, as an attempt to enhance the communication strategies held by brands. Hence, this dissertation seeks to demonstrate that this practice can improve, in some way, the consumer-brand relationship through the development of two qualitative studies, as main approach, where the findings extracted in the first study will be used as inputs to the following