Fluent in Emoji? Consumer Processing of Emojis Vs. Text

In an attempt to stand out amidst the text on social media, marketers have started using emoji only communication, with emojis as full substitutes for text. This research demonstrates that emoji only communication is harder to process, and this results in lower brand attitude, when compared to a textual translation.


Jacob Almaguer and Reto Felix (2021) ,"Fluent in Emoji? Consumer Processing of Emojis Vs. Text", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 902-902.


Jacob Almaguer, University of Texas Rio Grande Valley
Reto Felix, University of Texas Rio Grande Valley


NA - Advances in Consumer Research Volume 49 | 2021

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