Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews
across various social media platforms and online retailers, but the boundary condition of its …

Like most journals having specific scope and unique positioning, Journal of Research In
Interactive Marketing aims to publish manuscripts with relevance to interactive marketing …

Purpose In an effort to evaluate if and how emojis might boost customer engagement in
email marketing, the current research aims to analyzes emojis' effects and investigates how …

Purpose Emojis are quickly becoming a popular new language in social media and
marketing. The capability to express emotions and make message understanding easier is …

Purpose This research explores the impacts of content-generating devices (mobile phones
versus personal computers) and content features (social content and achievement content) …

Drawing upon regulatory fit theory, the current work investigates how the interaction
between regulatory mode and positive emotion influences consumer social media …

While emojis serve as a proxy of emotion in digital environments and pave the way for new
epistemological viewpoints in destination marketing, certain symbols fail to receive equal …

Social media has become a popular platform for eco-friendly advertising. However, little is
known about how a social media platform as a context influences the effectiveness of eco …

In today's marketplace, consumers encounter a multitude of advertisements incorporating
emojis. This research undertook two complementary studies to assess how individuals …

Purpose The strategic application of electronic word-of-mouth (eWOM) is pivotal in shaping
tourist decisions. This study aims to examine the nuanced impacts of endorsement styles …