Emoji and Brand Engagement on Social Media

Ethan Pancer, Saint Mary's University, Canada
Lindsay McShane, Carleton University, Canada
Maxwell Poole, Saint Mary's University, Canada
Brands, both human and corporate, are increasingly communicating with their social media audience using emoji. The current work examines whether emoji use shapes online engagement (likes & retweets). Two field studies demonstrate that emoji presence increases engagement with brands. Facial emoji were particularly effective at increasing engagement with organizations.
[ to cite ]:
Ethan Pancer, Lindsay McShane, and Maxwell Poole (2017) ,"Emoji and Brand Engagement on Social Media", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1076-1076.