Year 2019, Volume 28 , Issue 2, Pages 83 - 100 2019-10-15

RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS

Oya Eru [1] , Volkan Yakın [2]


The effect of the digital revolution is spreading through all aspects of life. One of the newest periods of marketing strategy is digital marketing. The most intensive group using digital devices is young students. In addition, young consumers are the group that uses social media the most. Users who want to interact with younger generations use digital marketing technologies. Companies can use many tools for their digital marketing campaigns. The newest digital marketing tool can be considered emojis. The aim of this study is to investigate the attitudes and perceived benefits of young consumers towards emojis in emotional and rational advertising messages used in social media advertising campaigns. In order to realize the aim of the research, a questionnaire study was conducted on the students of the School of Applied Sciences. The research on 580 students revealed that emojis were more effective than traditional methods when they were used at the right time and on the target audience.

Digital Marketing, Emoji, Social Media
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Primary Language en
Subjects Social
Journal Section Makaleler
Authors

Orcid: 0000-0002-6678-0156
Author: Oya Eru

Orcid: 0000-0001-6518-8348
Author: Volkan Yakın

Dates

Publication Date : October 15, 2019

Bibtex @research article { cusosbil613917, journal = {Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1304-8880}, eissn = {1304-8899}, address = {}, publisher = {Cukurova University}, year = {2019}, volume = {28}, pages = {83 - 100}, doi = {10.35379/cusosbil.613917}, title = {RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS}, key = {cite}, author = {Eru, Oya and Yakın, Volkan} }
APA Eru, O , Yakın, V . (2019). RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , 28 (2) , 83-100 . DOI: 10.35379/cusosbil.613917
MLA Eru, O , Yakın, V . "RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS". Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 28 (2019 ): 83-100 <https://dergipark.org.tr/en/pub/cusosbil/issue/48591/613917>
Chicago Eru, O , Yakın, V . "RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS". Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 28 (2019 ): 83-100
RIS TY - JOUR T1 - RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS AU - Oya Eru , Volkan Yakın Y1 - 2019 PY - 2019 N1 - doi: 10.35379/cusosbil.613917 DO - 10.35379/cusosbil.613917 T2 - Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 83 EP - 100 VL - 28 IS - 2 SN - 1304-8880-1304-8899 M3 - doi: 10.35379/cusosbil.613917 UR - https://doi.org/10.35379/cusosbil.613917 Y2 - 2019 ER -
EndNote %0 Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS %A Oya Eru , Volkan Yakın %T RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS %D 2019 %J Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1304-8880-1304-8899 %V 28 %N 2 %R doi: 10.35379/cusosbil.613917 %U 10.35379/cusosbil.613917
ISNAD Eru, Oya , Yakın, Volkan . "RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS". Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 28 / 2 (October 2019): 83-100 . https://doi.org/10.35379/cusosbil.613917
AMA Eru O , Yakın V . RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 28(2): 83-100.
Vancouver Eru O , Yakın V . RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 28(2): 100-83.