Work

Emojis and consumer-based brand equity: Mediation role of engagement

Year: 2025

Type: article

Abstract: ABSTRACT Non-verbal communication tools, such as emojis, are an important means of persuasion for food delivery applications (FDAs). Using social exchange theory, the current research, conducted in India given its fast-growing FDA category, examines the impact of emojis on the different components of consumer engagement (CE) and consumer-based brand equity (CBBE). Results from two studies, with a combined sample size of 557 people who are heavy users of FDAs and are in the age group 25-44 years, indicate a positive influence of emojis on dimensions of CE and CBBE. The results indicate that affective and activation engagements, as components of CE, mediate the influence of emojis on value and brand equities, components of CBBE. However, this mediation link is insignificant for cognitive engagement. The study contributes to the interplay of affect and cognition in the context of FDA messages containing emojis and their role in shaping CBBE.

Source: Journal of Open Innovation Technology Market and Complexity

DOI: 10.1016/j.joitmc.2025.100574

Authors: Debajani Sahoo, Nitin Soni, Abhishek Mishra

Institutions: ICFAI Business School, ICFAI Foundation for Higher Education, Institute of Chartered Financial Analysts of India, Indian Institute of Management Sambalpur, Indian Institute of Management Indore

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,250

OpenAlex ID: W4411373340

FWCI: 1.778

Cites: 90

Cited by: 1

Related to: 10