The emojis consumer perception in the online advertising

University essay from Högskolan i Halmstad; Högskolan i Halmstad


Title: The emojis consumer perception in the online advertising

Research question: How consumers perceive emojis in online advertisement?

Supervisor: Venilton Reinert

Course: Strategic Marketing with Independent Project

Keywords: Emojis, brand image, digital marketing, perception, online advertisement

Purpose: The purpose of the study is to analyse the consumer’s perception regarding brands

using emojis in their online communication strategy. The purpose is also to understand the

profit that could earn brands by using emojis and what they can add to the brand image.

Methodology: Quantitative survey has been created to answer the research question. We have

used a questionnaire with the use of a non-random sampling by convenience. Three hundred

eighty-two people were answering closed and multiple-choice questions in order to quantify

the weight of emojis in consumer’s mind.

Findings: The results of the survey show that women from 15-25 years old are the most positive

receptive group regarding brands using emojis. In addition, using emojis is a good way to

improve the brand image but companies have to adapt the strategy depending on the target.

Most of the respondents have a positive image about emojis but it doesn’t mean that it

influences their willingness to consume a specific brand rather than another.

Research limitation: Information is pretty hard to find because of the fact that the emojis topic

is really recent. It is complicated to find data and reliable sources about it. Moreover, the

sampling we used is not representative of the whole population, so it is not obvious to generalize

the findings. Finally, to complete our survey, it would have been interesting to conduct a

qualitative study in parallel to go deeper in the analysis of perception.

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