Emotional echo chambers: How emojis affect consumers emotions and responses to social media posts

Authors

• Gopal Das, Indian Institute of Management BangaloreFollow
• Sarah Moore
• Anirban Mukhopadhyay

Description

This research tests how consumers' reactions to Facebook posts are influenced by the type and distribution of prior emoji responses to the post (e.g., sad vs. heart). Facebook data and five experiments show that Consumers’ emotional—and emoji—responses to posts are predicted by others’ prior emoji responses (anchor emoji).

Copyright Date

January 2019

Publication Date

1-1-2019

Keywords

Consumer behaviour, Social media, Digital marketing

Conference

ACR-AP Conference 2019, Vol. 12, 10-12 January, 2019, Ahmedabad, India,