EMOJİLERİN HEDONİK VE FAYDACI MESAJLAR ÜZERİNDEKİ ETKİSİ

Yıl 2024, Cilt: 17 Sayı: 2, 495 - 526, 30.05.2024

Oguzhan Aydın

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

Etik Beyan

Makalenin; bilimsel, etik ve hukuki sorumluluğu yazarlara aittir.

Destekleyen Kurum

TÜBİTAK

Proje Numarası

TÜBİTAK 122K017

Teşekkür

Bu çalışmanın uygulama aşamaları TÜBİTAK 122K017 numaralı proje desteği ile gerçekleştirilmiştir.

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

Proje Numarası

TÜBİTAK 122K017

Kaynakça

• Andani, K., & Wahyono, W. (2018). Influence of sales promotion, hedonic shopping motivation, and fashion involvement toward impulse buying through a positive emotion. Management Analysis Journal, 7(4), 448-457.
• Aydin, O. ve Haşiloğlu, S. B. (2021). Tüketici utangaçlık ölçeğinin geliştirilmesi. Tüketici ve Tüketim Araştırmaları Dergisi, 13(1), 1-32.
• Barach, E., Feldman, L. B., & Sheridan, H. (2021). Are emojis processed like words?: Eye movements reveal the time course of semantic processing for emojified text. Psychonomic Bulletin & Review, 28, 978-991.
• Beattie, A., Edwards, A. P., & Edwards, C. (2020). A bot and a smile: Interpersonal impressions of chatbots and humans using emoji in computer-mediated communication. Communication Studies, 71(3), 409-427.
• Boutet, I., LeBlanc, M., Chamberland, J. A., & Collin, C. A. (2021). Emojis influence emotional communication, social attributions, and information processing. Computers in Human Behavior, 119, 106722.
• Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.
• Das, G., Wiener, H. J., & Kareklas, I. (2019). To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising. Journal of Business Research, 96, 147-156.
• Derks, D., Fischer, A. H., & Bos, A. E. (2008). The role of emotion in computer-mediated communication: A review. Computers in human behavior, 24(3), 766-785.
• Distel, V., Egger, R., Petrovic, U., Phan, V. L., & Wiesinger, S. (2022). The usage of emoji in tourism-related Instagram posts: suggestions from a marketing perspective. In ENTER22 E-Tourism Conference (134–145). Springer. https://doi.org/10.1007/978- 3-030-94751-4_13
• Ganster, T., Eimler, S. C., & Krämer, N. C. (2012). Same same but different!? The differential influence of smilies and emoticons on person perception. Cyberpsychology, Behavior, and Social Networking, 15(4), 226-230.
• Gantiva, C., Sotaquirá, M., Araujo, A., & Cuervo, P. (2020). Cortical processing of human and emoji faces: an ERP analysis. Behaviour & Information Technology, 39(8), 935-943.
• Ge, J., & Gretzel, U. (2018). Emoji Rhetoric: A social media influencer perspective. Journal of Marketing Management, 34(15-16), 1272-1295.
• Gürkaynak Gürbüzer, Ş. (2023). E-pazaryerleri için güven ölçeğinin geliştirilmesi ve bir model önerisi [Yayımlanmamış Doktora Tezi]. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü, Denizli.
• Hand, C. J., Burd, K., Oliver, A., & Robus, C. M. (2022). Interactions between text content and emoji types determine perceptions of both messages and senders. Computers in Human Behavior Reports, 8, 100242.
• Harris, R. B., & Paradice, D. (2007). An investigation of the computer-mediated communication of emotions. Journal of Applied Sciences Research, 3(12), 2081-2090.
• Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
• Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: an emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065.
• Jaeger, S. R., Roigard, C. M., & Ares, G. (2018). Measuring consumers' product associations with emoji and emotion word questionnaires: Case studies with tasted foods and written stimuli. Food Research International, 111, 732-747.
• Jaeger, S. R., Roigard, C. M., Jin, D., Vidal, L., & Ares, G. (2019). valence, arousal and sentiment meanings of 33 facial emoji: Insights for the use of emoji in consumer research. Food Research International, 119, 895-907.
• Jaeger, S. R., Vidal, L., Kam, K., & Ares, G. (2017). Can emoji be used as a direct method to measure emotional associations to food names? preliminary investigations with consumers in the USA and China. Food Quality and Preference, 56, 38-48.
• Jones, L. L., Wurm, L. H., Norville, G. A., & Mullins, K. L. (2020). Sex differences in emoji use, familiarity, and valence. Computers in Human Behavior, 108, 106305.
• Kaye, L. K., Rodriguez-Cuadrado, S., Malone, S. A., Wall, H. J., Gaunt, E., Mulvey, A. L., & Graham, C. (2021). How emotional are emoji?: Exploring the effect of emotional valence on the processing of emoji stimuli. Computers in Human Behavior, 116, 106648.
• Knapp, M., Hall, J., & Horgan, T. (2013). Nonverbal communication in human interaction (8th Ed.). Boston, MA: Wadsworth, Cengage Learning.
• Ko, E. E., Kim, D., & Kim, G. (2022). Influence of emojis on user engagement in brand-related user-generated content. Computers in Human Behavior, 136, 107387.
• Kralj Novak P, Smailović J, Sluban B, Mozetič I (2015) Sentiment of emojis. PLoS ONE 10 (12), 1-22
• Lefebvre, S., Boman, L., & Orlowski, M. (2024). Look on the bright side: Emojis impact tipping behaviour. International Journal of Hospitality Management, 117, 103653.
• Leung, C. H., & Chan, W. T. Y. (2017). Using emoji effectively in marketing: an empirical study. Journal of Digital & Social Media Marketing, 5(1), 76-95.
• Li, Y., Zhang, D., Liu, X., & Guo, D. (2024). Processing facial emojis as social information: Evidence from visual working memory for facial emojis, simple shapes, human faces, and their relations to theory of mind. Computers in Human Behavior, 153, 108106.
• Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International Business Research, 3(3), 63-76
• Liu, Xing Stella, Yuanyuan Shi, Nan Iris Xue, and Han Shen. (2022). The impact of time pressure on impulsive buying: the moderating role of consumption type. Tourism Management, 91,104505.
• Lohmann, K., Pyka, S. S., & Zanger, C. (2017). The effects of smileys on receivers’ emotions. Journal of Consumer Marketing, 34(6), 489-495.
• Luangrath, A. W., Peck, J., & Barger, V. A. (2017). Textual paralanguage and its implications for marketing communications. Journal of Consumer Psychology, 27(1), 98-107.
• MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate behavioral research, 39(1), 99-128.
• Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2024). The semiotics of emojis in advertising: an integrated quantitative and qualitative examination of emotional versus functional ad dynamics. Psychology & Marketing.
• Manganari, E. E. (2021). Emoji use in computer-mediated communication. The International Technology Management Review, 10(1), 1-11.
• McShane, L., Pancer, E., Poole, M., & Deng, Q. (2021). Emoji, playfulness, and brand engagement on Twitter. Journal of Interactive Marketing, 53(1), 96-110.
• Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: effects of trust and security perception. Australian Journal of Basic and Applied Sciences, 7(6), 307-315.
• Nayak, K. M., Bhatt, V., & Nagvadia, J. (2021). Measuring the impact of factors influencing consumer buying intention with respect to online shopping. International Journal of Management, 12(1), 230-242.
• Neel, L. A., McKechnie, J. G., Robus, C. M., & Hand, C. J. (2023). Emoji alter the perception of emotion in affectively neutral text messages. Journal of Nonverbal Behavior, 47(1), 83-97.
• Rahadhini, M. D., Wibowo, E., & Lukiyanto, K. (2020). The role of positive emotion in hedonic shopping value affecting consumers’ impulse buying of fashion products. International Journal of Scientific and Technology Research, 9(2), 780-784.
• Riordan, M. A. (2017a). Emojis as tools for emotion work: communicating affect in text messages. Journal of Language and Social Psychology, 36(5), 549-567.
• Riordan, M. A. (2017b). The communicative role of non-face emojis: affect and disambiguation. Computers in Human Behavior, 76, 75-86.
• Schouteten, J. J., Verwaeren, J., Lagast, S., Gellynck, X., & De Steur, H. (2018). Emoji as a tool for measuring children’s emotions when tasting food. Food Quality and Preference, 68, 322-331.
• Shiau, W. L., & Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: a social exchange theory perspective. Computers in Human Behavior, 28(6), 2431-2444.
• Sick, J., Almli, V. L., Dinnella, C., Berget, I., Monteleone, E., & Spinelli, S. (2023). Cross-national comparison on the meaning of emoji to describe emotions elicited by foods in preadolescents. Food Quality and Preference, 106, 104791.
• Sick, J., Monteleone, E., Dinnella, C., Pierguidi, L., & Spinelli, S. (2022). Development of an emoji-based self-report measurement tool to measure emotions elicited by foods in preadolescents. Food Quality and Preference, 100, 104585.
• Steinhart, Y., Kamins, M., Mazursky, D., & Noy, A. (2014). Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity. Journal of Consumer Psychology, 24(4), 472–483.
• Urumutta Hewage, G. S., Liu, Y., Wang, Z., & Mao, H. (2021). Consumer responses toward symmetric versus asymmetric facial expression emojis. Marketing Letters, 32, 219-230.
• Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320.
• Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063–1070.
• Weiß, M., Gutzeit, J., Rodrigues, J., Mussel, P., & Hewig, J. (2019). Do emojis influence social interactions? Neural and behavioral responses to affective emojis in bargaining situations. Psychophysiology, 56(4), e13321.
• Zhou, X., Xiong, F., & Ying, Y. (2021). Research of the impact of low-carbon network development on the impulsive purchase intention: empirical evidence based on SOR model. International Core Journal of Engineering, 7(8), 478-487.
• https://embryo.com/blog/emoji-marketing-stats/ (Erişim tarihi: 18.05.2024)
• https://www.prolific.com/ (Erişim tarihi: 05.03.2024)