Effect of emoji on purchase intention and impulse buying of FMCG products

Abstract

The research was conducted to find out if the presence of emoji on packaging of FMCG products (chocolates and soft drinks) leads to positive affect which in turn leads to increased purchase intention and impulse buying behaviour. Causal research was conducted through experiments in the form of survey. After conducting data analysis techniques like t-Tests, factor analysis and cluster analysis, it was concluded that the presence of emojis on packaging leads to increased purchase intentions but does not significantly lead to impulse buying. Also, it was observed that the positive affect created by emojis is more in women than in men. The impulse buying behaviour is more towards chocolates than in soft drinks.