Should a Luxury Brand's Chatbot Use Emoticons?
This research explores whether luxury brands benefit from using emoticons in chatbot communication. Results suggest that luxury brands might be better off not using emoticons because it lowers a luxury’s brand status perception through a decreased perceived appropriateness. Such effect doesn’t hold for masstige brands.
Yuan Li and Hyunju Shin (2021) ,"Should a Luxury Brand's Chatbot Use Emoticons?", 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: 379-380.
Yuan Li, Georgia Southern University
Hyunju Shin, Georgia Southern University
NA - Advances in Consumer Research Volume 49 | 2021
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