Influence of emojis on user engagement in brand-related user generated content

作者：

Highlights：

• The study examines the effect of emojis and the contextual conditions in UGC.

• Having emojis is likely to increase consumer engagement (CE) in brand-related UGC.

• A greater use of emojis may not be beneficial in CE in brand-related UGC.

• Emotional emojis increase CE in the posts where texts are being positively skewed.

• Emotional emojis positively impact on CE in commercial posts, not in general posts.

摘要

•The study examines the effect of emojis and the contextual conditions in UGC.•Having emojis is likely to increase consumer engagement (CE) in brand-related UGC.•A greater use of emojis may not be beneficial in CE in brand-related UGC.•Emotional emojis increase CE in the posts where texts are being positively skewed.•Emotional emojis positively impact on CE in commercial posts, not in general posts.

论文关键词：Emojis,UGC,Consumer engagement,Contextual conditions,Social media

论文评审过程：Received 13 August 2021, Revised 1 July 2022, Accepted 5 July 2022, Available online 10 July 2022, Version of Record 30 July 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107387