Analysis of the impact of emoji on brand association and purchase intention

Abstract

Brand Communications form an important aspect of all Marketing campaigns. Nowadays with the rapid rise in the usage of emoji during our online communications, managers can use this to get the attention of customers in a better way. Usage of emoji can be used to convey a message in a better manner since it grabs the attention of the consumers. But they need to be careful about the way emojis are used in the brand communications, because it can have negative impact on the brand associations and purchase intentions of a consumer. Usage of emoji towards a wrong customer segment can lead to negative impacts. Therefore, in our experimental research, we are trying to understand how the presence of emoji will affect the brand associations and purchase intentions of a consumer.