“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

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