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

Year 2019, Volume: 28 Issue: 2, 83 - 100, 15.10.2019

Oya Eru Volkan Yakın

https://doi.org/10.35379/cusosbil.613917

Cited By: 1

Abstract

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.

Keywords

Digital Marketing, Emoji, Social Media

References

• References Acar, E. ve Kayahan C. (2007). Elektronik Ticaret ve Elektronik İş. İstanbul: Nobel Yayın Dağıtım. Baines, P., Fill, C., & Page, K. (2013). Essentials of Marketing. Oxford University Press. Bird, D. (2007). Commonsense Direct and Digital Marketing. Kogan Page Publishers. Brenner, M. (2015). The rise of the emoji for brand marketing. Retrieved from: http://www.theguardian.com/media-network/2015/jan/26/rise-emoji-brand-marketing (20.05.2019) Chaffey, D., Smith, P. R., & Smith, P. R. (2012). eMarketing eXcellence: Planning and Optimizing Your Digital Marketing. Routledge. Churches, O., Nicholls, M., Thiessen, M., Kohler, M., Keage, H. (2014). Emoticons in Mind: An Event-related Potential Study. Social Neuroscience, 9(2), 196-202 DeMers, J. (2014). The Top 10 Benefits of Social Media Marketing. Retrieved from: http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#282b56c82a4d (08.10.2019) Faulds, D. J., & Mangold, W. G. (2014). Developing A Social Media and Marketing Course. Marketing Education Review, 24(2), 127-144. Gacey J. H., Moore L., Gallo J., (2013). Some Science Behind the Smiley, Emoticons and Their Possible Impact on The Workplace. Retrieved from: http://www.hrfloridareview.org/item/266-some-science-behind-the-smiley-emoticons-and-their-possible-impact-on-the-workplace (11.06.2019) Ge, J., & Gretzel, U. (2018). Emoji Rhetoric: A .Social Media Influencer Perspective. Journal of Marketing Management, 34(15-16), 1272-1295. Global Connected Commerce Is e-taIl Therapy The New RetaIl Therapy? Retrieved from:http://www.nielsen.com/content/dam/nielsenglobal/jp/docs/report/2016/Nielsen-Global-Connected-Commerce-Report-January-2016 (27.06.2019) Godes, D., & Silva, J. C. (2012). Sequential and Temporal Dynamics of Online Opinion. Marketing Science, 31(3), 448-473. Golden L. (2015). Emoji History: The Background, History, and Future of The Symbols That Have Taken Over Conversation All Over The World. Retrieved from: https://storify.com/lindsaygolden/emojis-history (17.08.2019) Gökaliler, E., & Saatçioğlu, E. (2016). Bir Reklam Unsuru Olarak Emoji Kullanımı: Emoji İçerikli Reklamlara Yönelik Tutum Araştırması. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksek Okulu Dergisi, 19(2), 63-91. GSMA Mobile Economy Report 2016 Retrieved from: https://www.gsma.com/mobileeconomy/2016/global/ Haws, K. L., Dholakia, U. M., & Bearden, W. O. (2010). An assessment of chronic regulatory focus measures. Journal of Marketing Research, 47(5), 967-982. Huang, A. H., Yen, D. C., & Zhang, X. (2008). Exploring the Potential Effects of Emoticons. Information & Management, 45(7), 466-473. Hsieh SH & Tseng TH, (2015). The Effects of Emoticons and Text-Messaging on Social Interaction: Playfulness in Mobile Instant Messaging. In PACIS: 220. Hwang, H. S. (2014). Gender Differences in Emoticon Use on Mobile Text Messaging: Evidence from a Korean Sample. International Journal of Journalism & Mass Communication. Retrieved from http://dx.doi.org/10.15344/2349-2635/2014/107 (05.06.2019) Kalyanaraman, S. and Ivory, J. D. (2006). The Face of Online Information Processing: Effects of Emoticons on Impression Formation, Affect, and Cognition in Chat Transcripts. Retrieved from: http://citation.allacademic.com/meta/p_mla_apa_research_citation/0/9/3/2/8/pages93286/p93286-1.php (16.07.2019) Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Kemp, S. (2019). Digital in 2019, Retrieved from: http://wearesocial.com/special-reports/digital-in-2019 (17.07.2019) Köksal, Y., and Özdemir, Ş. (2013). Bir İletişim Aracı Olarak Sosyal Medya'nın Tutundurma Karması İçerisindeki Yeri Üzerine Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(1). Köse, U., & Sert, S. (2015). Social Media Environments and Their Role On Success Of Marketing Processes. Bilgi Ekonomisi ve Yönetimi Dergisi, 10(2). Lacy, L. (2015). Emoji Marketing: What Brands Need to Know. Retrieved from: http://www.momentology.com/5866-emoji-marketing/ (20.07.2019) Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and Solutions for Marketing in A Digital Era. European Management Journal, 32(1), 1-12. Novak, P. K., Smailović, J., Sluban, B., & Mozetič, I. (2015). Sentiment of Emojis. Retrieved from: https://doi.org/10.1371/journal.pone.0144296 Onat, F., & Alikılıç, Ö. A. (2008). Sosyal Ağ Sitelerinin Reklam ve Halkla İlişkiler Ortamları Olarak Değerlendirilmesi. Journal Of Yaşar University, 3(9), 1111-1143. Özel, M. (2012). Öğrencilerin Sosyal Medya Kullanımını ve Üniversitelerde Dijital Pazarlama İletişimi Uygulamalarını Belirlemeye Yönelik Bir Araştırma. (Beykent Üniversitesi, Sosyal Bilimler Enstitüsü, Yükseklisans Tezi, İstanbul). Retrieved from: https://tez.yok.gov.tr/UlusalTezMerkezi Pavalanathan, U., and Eisenstein, J. (2015). Emoticons vs. Emojis on Twitter: A Causal Inference Approach. Retrieved from: https://arxiv.org/abs/1510.08480 (19.07.2019) Rayport, J. F., & Sviokla, J. J. (1995). Exploiting the Virtual Value Chain. Harvard Business Review, 73(6), 75. Pelsmacker, P.D., Maison, D., Geuens, M. (2002). Emotional and Rational Advertising Messages in Positive and Negative Polish Media Contexts Emotional. New Directions in International Advertising Research, 12: 114-128. Ross, P. (2016). Emoji Marketing is Growing Fast. Retrieved from: http://www.socialbakers.com/blog/2510-emoji-marketing-isgrowing-fast (21.07.2019) Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging The Digital Generation. Kogan Page Publishers. Shayon,S. (2015). Snaps Emoji Keyboards Give Brands a Visual Voice. Retrieved from: http://brandchannel.com/2015/04/16/snaps-emojis-041615/ (22.07.2019) Sheinin, D. A., Varki, S., & Ashley, C. (2011). The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments. Journal of Advertising, 40(3), 5-18. SwiftKey Emoji Report. (2015). Retrieved from: https://tr.scribd.com/doc/262594751/SwiftKey-Emoji-Report (27.07.2019) Tao, J. (2016). Emojis Are Now Used in 777% More Campaigns Than Last Year. Retrieved from: https://blog.appboy.com/emojis-used-in-777-more-campaigns/ (21.07.2019) Tchokni S., Śeaghdha O D., Quercia D. (2014). Emoticons and Phrases: Status Symbols in Social Media. Retrieved from: http://www.aaai.org/ocs/index.php/ICWSM/ICWSM14/paper/view/8103 (17.05.2019) Toksoy, H.İ. (2010). An Emerging Concept: Digital Strategies And I-Marketing, Master Thesis. İstanbul Technical University, Institute of Science and Technology, İstanbul. Retrieved from: https://tez.yok.gov.tr/ Toksöz, L., & Kahraman, C. (2017). Türk Üniversite Öğrencilerinin Emoji Algısı. Humanitas, International Journal of Social Sciences, 5(9). Shanghani, (2014). How 2014 Became The Year of The Emoji, Retrieved from: http://www.telegraph.co.uk/women/womenslife/11312346/E moji-why-were-all-so-obsessed.html (27.05.2019) Türk İnsanı Hangi Emojileri Kullanıyor? Retrieved from: http://www.fikrimuhim.com/Binary/Images/Upload/Report/DA_Emoji%20Arastirmasi.pdf. (30.07.2019) Vidal, L., Ares, G., & Jaeger, S. R. (2016). Use of Emoticon and Emoji in Tweets for Food-related Emotional Expression. Food Quality and Preference, 49, 119-128 Wang, W., Zhao, Y., Qiu, L., & Zhu, Y. (2014). Effects of Emoticons on the Acceptance of Negative Feedback in Computer-Mediated Communication. Journal of the Association for Information Systems, 15(8), 454. Walther, J. B., & D’Addario, K. P. (2001). The Impacts of Emoticons on Message Interpretation in Computer-Mediated Communication. Social science computer review, 19(3), 324-347. Weinreich, N. K., (2007), What Is Social Marketing?, Usa: Weinreich Communications. Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay Yayıncılık, Ankara. Zhang, J., Han, S. W., & Chang, J. (2016). Emerging Trends In Social Media. Retrieved from: http://www.ijctjournal.org/Volume3/Issue2/IJCT-V3I2P6.pdf (31.07.2019) 2015 Emoji Report. Retrieved from: http://emogi.com/documents/Emoji_Report_2015.pdf (07.07.2019) 2016 Emoji Report. Retrieved from: https://cdn.emogi.com/docs/reports/2016_emoji_report.pdf (08.072019)