Impact of emoji in advertisement on consumer psychology and brand perception: A study

Abstract

Emojis evoke different kind of emotions and feelings depending upon the context and usage. This study explores the usage of emoji in advertisements to understand its impact on consumer perception, purchase intention and consumer behavior. Emoji positively impact the purchase intention and brand associations for the brand in focus: Coca Cola. Emotion of happiness and attribute of taste associated with the brand were found to evoke better responses among the consumers as compared to the advertisements without emoji. Happiness and taste are the two key propositions of Coca Cola which see a favorable consumer response thus displaying the impact that emoji creates when used in a carefully designed manner.