To emoji or not to emoji? : examining the influence of emoji on consumer reactions to advertising
Gopal Das, Hillary J.D. Wiener, Ioannis Kareklas
| Year of publication: |
March 2019
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|---|---|
| Authors: | Das, Gopal ; Wiener, Hillary J. D. ; Kareklas, Ioannis |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 96.2019, p. 147-156
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| Subject: | Emoji | Positive affect | Purchase intentions | Hedonic | Utilitarian | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2018.11.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011980781