KOREASCHOLAR

EMOJIS AND BRAND SELF-REPRESENTATION: A TEXT ANALYTICS APPROACH

Xiaowei Wang,, Mingming Cheng, Shanshi Li, Ruochen Jiang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400795
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.459-464
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigates the contexts in which emojis occur through co-occurrence, cluster, and association analysis of Airbnb tweets. Findings reveal these positive emojis tend to co-exist with several types of words representing conversation, emotion, activity, and marketing. This study contributes to the textual paralanguage literature in marketing.

Keyword
Emojicontextual textBrand's self-presentationSocial mediaAirbnb
Table Content
ABSTRACT
Introduction
Research Design
Results
Conclusions
References
Author
  • Xiaowei Wang,(Shanghai University of Finance and Economics, China)
  • Mingming Cheng(Curtin University, Australia)
  • Shanshi Li(Xiamen University, China)
  • Ruochen Jiang(Shanghai University of Finance and Economics, China)