Business Commons^™

Is Brand Activism The New Normal?, Nuket Serin

FIU Electronic Theses and Dissertations

In recent years, brands have begun “taking a stand” on sociopolitical issues to influence societal change. As such, brand activism is a newly evolved form of brand communication. Consumer expectations of brands have been evolving rapidly, as brands are expected to profess a more purposeful ethos to society now more than ever before. In the modern marketplace, it has become an increasingly popular trend to see brands promote social movements and fight for issues happening worldwide. Although this emerging phenomenon has caught the attention of marketing literature in recent years, the effects of brand activism on consumer brand perceptions still …

Emoji Marketing: Strengthening The Consumer Brand Relationship And Its Downstream Effects, Tessa Marcela Garcia-Collart

FIU Electronic Theses and Dissertations

Brands communicate and engage directly with their consumers using online communications that often contain emojis. While recent research has examined some of the implications of emojis within marketing contexts, a question still remains regarding the role of emojis in the consumer-brand relationship, and how this digital language can create stronger connections with consumers. In this research, I find that emojis increase perceptions of the brand as a human, thereby enhancing consumer-brand connections with favorable downstream consumption consequences such as word of mouth, click through rates, brand attitudes, willingness to pay, and purchase behaviors.

Findings from this research contribute to marketing …