How Do They Feel: Categorial Sentiment Analysis of Emojis For Social Media Communication

In electronic communication, consumers increasingly use emoticons to express their emotions. We develop a categorial emoji sentiment analysis tool on the basis of a qualitative study with 900 participants and validate it with a second, quantitative study. The tool simplifies the identification of emotional consumer reactions in social media communication.


Lisa Carola Holthoff (2016) ,"How Do They Feel: Categorial Sentiment Analysis of Emojis For Social Media Communication", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 735-735.


Lisa Carola Holthoff, University of Duisburg-Essen, Germany


NA - Advances in Consumer Research Volume 44 | 2016

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