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.
Citation:
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.
Authors
Yuan Li, Georgia Southern University
Hyunju Shin, Georgia Southern University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation
Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA
Featured
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA
Featured
J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA