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.

ABSTRACT
Introduction
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References

• 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)