“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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More


When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA

Read More


Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.