“Do You Speak Emoji?” – How Visual Cues Shape Computer-Mediated Communication

Six studies demonstrate that facial emojis’ communicative function (i.e., whether the emoji reiterates or replaces verbal expressions) simultaneously helps and hurts message persuasiveness by affecting a review’s emotionality but also its ambiguity. We examine the eWOM context of adding facial emojis by exploring relevant eWOM senders and message characteristics.



Citation:

Tobias Maiberger, David Schindler, Elisabeth Sanders, and Nicole Koschate-Fischer (2020) ,"“Do You Speak Emoji?” – How Visual Cues Shape Computer-Mediated Communication", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 524-524.

Authors

Tobias Maiberger, University of Erlangen-Nuremberg
David Schindler, University of Erlangen-Nuremberg
Elisabeth Sanders, University of Erlangen-Nuremberg
Nicole Koschate-Fischer, University of Erlangen-Nuremberg



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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