An application to determine the efficacy of emoji use on social marketing ads

Year 2017, , 230 - 240, 06.01.2017

Volkan Yakın Oya Eru

https://doi.org/10.24289/ijsser.270652

Cited By: 12

Abstract

Social marketing can be described as
non-profit organizations' marketing activities. With social marketing
activities, it is aimed to create awareness of the campaign issues for create a
useful behavioral pattern in society. As for business organizations, promotion
is an important part of marketing activities in nonprofit organizations too.
With the usage of the Internet in the marketing area, new channels have emerged
to perform promotional activities. Social media can be described as one of
these new channels. The most important reason of usage of social media as a
promotion channel by nonprofit organizations is the possibility to reach more
people on a tight budget. Also, social media provides to create an interactive
communication, to measure campaign results and to transmit campaign messages to
the right audience. Recently the newest concept using as a promotional tool can
be described as emoji. Many companies including nonprofit organizations have
started to use emojis in their advertising campaigns. The aim of this Study is
to aimed to measure the attitudes towards emoji usage in social marketing
campaigns and to guide
companies who are going to use emojis in their advertising campaigns in the
future. Not to encounter studies about measuring the effectiveness of emojis in
marketing literature, expresses the importance of the study. In the study,
experimental design method has been used and a survey has been applied to the
selected sample. According to the results of the study, it has been concluded
that emojis are effective for social advertising campaigns. Participants
expressed that, usage of emojis in advertising campaigns is suitable for social
campaigns. And using emojis in advertising campaigns explains the Project
successfully. They expressed that the transmitted message of campaign is
informative and effective. And also participants expressed that these kinds of
campaigns are attractive, creative and innovative.

Keywords

Social Marketing, Social Media, Emoji

References

• Weinreich, N. K., (2007), What Is Social Marketing?, Usa: Weinreich Communications.