
You have already added 0 works in your ORCID record related to the merged Research product.
You have already added 0 works in your ORCID record related to the merged Research product.
<script type="text/javascript">
<!--
document.write('<div id="oa_widget"></div>');
document.write('<script type="text/javascript" src="https://beta.openaire.eu/index.php?option=com_openaire&view=widget&format=raw&projectId=undefined&type=result"></script>');
-->
</script>
Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media

doi: 10.3390/su13094864
Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. Second, the emoji use led to decreased purchase intentions. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. absence) and purchase intentions. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing.
- Sungkyunkwan University Korea (Republic of)
- Sungkyul University Korea (Republic of)
- Samsung (South Korea) Korea (Republic of)
- Sungkyul University Korea (Republic of)
Environmental effects of industries and plants, intrusiveness, social media, TJ807-830, TD194-195, emoji, sustainable marketing, Renewable energy sources, Environmental sciences, GE1-350, purchase intentions, personalization
Environmental effects of industries and plants, intrusiveness, social media, TJ807-830, TD194-195, emoji, sustainable marketing, Renewable energy sources, Environmental sciences, GE1-350, purchase intentions, personalization
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).7 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
