Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill
The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill
USF Tampa Graduate Theses and Dissertations
Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent.
Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both …