Emotional Echo Chambers: How Emojis Affect Consumers’ Emotions and Responses to Social Media Posts

This research tests how consumers’ reactions to Facebook posts are influenced by the type and distribution of prior emoji responses to the post (e.g., sad vs. heart). Facebook data and five experiments show that consumers’ emotional—and emoji—responses to posts are predicted by others’ prior emoji responses (anchor emoji).



Citation:

Gopal Das, Sarah Moore, Gopal Das, and Anirban Mukhopadhyay (2018) ,"Emotional Echo Chambers: How Emojis Affect Consumers’ Emotions and Responses to Social Media Posts", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 73-73.

Authors

Gopal Das, Indian Institute of Management Bangalore, India
Sarah Moore, University of Alberta, Canada
Gopal Das, Indian Institute of Management Bangalore, I
Anirban Mukhopadhyay, Hong Kong University of Science and Technol



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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