Match or mismatch: how emoji use shapes consumers’ perception of online reviews DOI
Zhenchuan Cai, Kaili Chen, Haichuan Zhao

et al.

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 7, 2025

Purpose The purpose of this research is to explore how text-emoji mismatch impacts consumers’ perceptions authenticity and helpfulness in online reviews, examining the mediating effect processing fluency moderating effects response type social distance. Design/methodology/approach Three between-subject experiments were conducted on Credamo Wenjuanxing test hypotheses proposed research. primary data analysis methods used ANOVA bootstrap analysis. Findings Study 1 found that perceived reviews decline when text emojis do not match, with effect. 2 revealed humorous responses from firms mismatches enhance helpfulness. 3 demonstrated potential consumers perceive a greater distance reviewers, negative impact mitigated. Originality/value This study contributes fields consumer emoji usage by relationship between (match vs. mismatch) affects We also propose strategies for can mitigate mismatch.

Language: Английский

Match or mismatch: how emoji use shapes consumers’ perception of online reviews DOI
Zhenchuan Cai, Kaili Chen, Haichuan Zhao

et al.

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 7, 2025

Purpose The purpose of this research is to explore how text-emoji mismatch impacts consumers’ perceptions authenticity and helpfulness in online reviews, examining the mediating effect processing fluency moderating effects response type social distance. Design/methodology/approach Three between-subject experiments were conducted on Credamo Wenjuanxing test hypotheses proposed research. primary data analysis methods used ANOVA bootstrap analysis. Findings Study 1 found that perceived reviews decline when text emojis do not match, with effect. 2 revealed humorous responses from firms mismatches enhance helpfulness. 3 demonstrated potential consumers perceive a greater distance reviewers, negative impact mitigated. Originality/value This study contributes fields consumer emoji usage by relationship between (match vs. mismatch) affects We also propose strategies for can mitigate mismatch.

Language: Английский

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