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Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth

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Bibliographic Details
Main Authors: Tobias, Maiberger, David, Schindler, Nicole, Koschate-Fischer
Format: Book
Language:English
Published: Springer 2023
Subjects:
eWOM
EASI
Online Access:https://link.springer.com/article/10.1007/s11747-023-00932-8
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8391
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spelling oai:localhost:PNK-83912023-05-04T04:26:40Z Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth Tobias, Maiberger David, Schindler Nicole, Koschate-Fischer eWOM EASI CC BY Facial emojis have increasingly permeated electronic word of mouth (eWOM), but the persuasive consequences of this phenomenon remain unclear. Drawing on emotions as social information (EASI) theory, this research reveals that facial emojis influence persuasion (e.g., product choice) by affecting emotional arousal and perceived ambiguity. While the effect through emotional arousal is generally positive, the effect through ambiguity depends on the emojis’ function in eWOM: facial emojis that replace a verbal expression increase ambiguity and therefore reduce persuasion, whereas those that reiterate a verbal expression decrease ambiguity and therefore enhance persuasion. Both the emotional-arousal and ambiguity pathways determine the net persuasive effect. This research also explores two situations (high verbal context richness and eWOM from strong ties) where replacing facial emojis can increase persuasion. 2023-05-04T04:26:40Z 2023-05-04T04:26:40Z 2023 Book https://link.springer.com/article/10.1007/s11747-023-00932-8 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8391 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic eWOM
EASI
spellingShingle eWOM
EASI
Tobias, Maiberger
David, Schindler
Nicole, Koschate-Fischer
Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
description CC BY
format Book
author Tobias, Maiberger
David, Schindler
Nicole, Koschate-Fischer
author_facet Tobias, Maiberger
David, Schindler
Nicole, Koschate-Fischer
author_sort Tobias, Maiberger
title Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
title_short Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
title_full Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
title_fullStr Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
title_full_unstemmed Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
title_sort let’s face it: when and how facial emojis increase the persuasiveness of electronic word of mouth
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s11747-023-00932-8
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8391
_version_ 1764992810503634944
score 8.891787

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