THE IMPACT of F EMOJIS on HEDONIC and UTILITARIAN MESSAGES

Öz

In this study, emojis, which are considered an important element of non-verbal communication in the marketing literature, have been addressed. Additionally, in this study, the effects of emojis commonly encountered in notifications on our phones on hedonic and utilitarian messages were tested through a scenario-based experimental method. The data collection process for the research was conducted in the United Kingdom. In this regard, the impact of emojis used in hedonic and utilitarian content notifications on consumers' purchase intentions has been examined and tested with a research model. In the research model, the moderating effect of emojis and the mediating effect of online trust were examined. The results indicate that emojis reduce the impact of messages in hedonistic content notifications while enhancing the impact of messages in utilitarian content notifications. The research revealed that whether the product is hedonic or utilitarian critically determines the direction of the impact of emojis on the message. However, this study recommends selecting emojis appropriately in digital marketing communication. Moreover, in this study, it is recommended that emojis in digital marketing communication be chosen appropriately according to the product.

Anahtar Kelimeler

• Emoji
• Digital Marketing Communication
• Hedonic and Utilitarian Messages
• Online Trust
• Positive Affect
• Purchase Intention

EMOJİLERİN HEDONİK VE FAYDACI MESAJLAR ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmada, pazarlama literatüründe henüz yeni sayılabilecek sözsüz iletişimin önemli bir unsuru olan emojiler ele alınmıştır. Aynı zamanda bu araştırmada, telefonlarımıza gelen bildirimlerde sıkça karşılaştığımız emojilerin hedonik ve faydacı içerikli mesajlardaki etkileri, senaryo temelli deneysel bir yöntemle test edilmiştir. Araştırmanın veri toplama süreci Birleşik Krallık’ta gerçekleştirilmiştir. Bu doğrultuda hedonik ve faydacı içerikli bildirimlerde kullanılan emojilerin tüketicilerin satın alma niyeti üzerindeki etkisi incelenmiş ve bu durum bir araştırma modeli ile test edilmiştir. Araştırma modelinde ise emojilerin düzenleyicilik, çevrimiçi güvenin de aracılık etkisi incelenmiştir. Sonuçlar emojilerin, hedonik içerikli bildirimlerde mesajın etkisini azalttığını, faydacı içerikli bildirimlerde ise mesajın etkisini artırdığını göstermektedir. Araştırma sonucunda ürünün hedonik veya faydacı olmasının, emojilerin mesaj üzerindeki etki yönünün belirlenmesinde kritik bir öneme sahip olduğu anlaşılmıştır. Bununla birlikte bu çalışmada, dijital pazarlama iletişiminde emojilerin, ürüne uygun bir şekilde seçilmesi önerilmektedir.

Anahtar Kelimeler

• Emoji
• Dijital Pazarlama İletişimi
• Hedonik ve Faydacı İçerikli Mesajlar
• Çevrimiçi Güven
• Pozitif Etki
• Satın Alma Niyeti

Kaynakça

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