Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth
CC BY
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2023
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| Truy cập trực tuyến: | https://link.springer.com/article/10.1007/s11747-023-00932-8 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8391 |
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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 |
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1764992810503634944 |
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8.887836 |