KOREASCHOLAR

ANALYSING THE INFLUENCE OF EMOJIS ON CONSUMERS’ RELATIONSHIP PERCEPTION AND PURCHASE INTENTION

Tiantian Wang, K. Nadia Papamichail, Sahar Karimi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422012
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.29
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Emojis have become an important element in human-chatbot interaction to communicate emotion. In addition to facilitating emotional communication, emojis are able to engage consumers, enhance relationship strength and influence consumer behavioural intention. Therefore, it is crucial to understand how the use of emojis affects customer-chatbot rapport and purchase intention in the consumption context.

Keyword
ChatbotEmojiRelationship perceptionPurchase intention
Author
  • Tiantian Wang(The University of Manchester, UK)
  • K. Nadia Papamichail(The University of Manchester, UK)
  • Sahar Karimi(The University of Liverpool, UK)