The impact of using emoji in online advertisements on consumer behavior. Case: Banking sector in Lebanon

Abstract Communication is an essential element in life. It key to understanding each other, forming relationships, and sharing knowledge, information ideas. “Social media modifying the ways we communicate providing marketers with interactive means effectively reach consumers. This has given rise those digital images known as Emoji, which a trending topic that shaping our lives sculpting its way related social sciences. Many businesses have been employing emoji their communication messages, yet little research was conducted this area. will build new insights investigate role of influencing behaviors terms engagement, satisfaction, loyalty, perception. Abductive approach theory used. Secondary data collected explore explain concept online marketing psychology using language. The idea then tested via survey, modify existing theory, generate regarding banks interview well. Research questions investigated use effective engage consumers, whether lead better customer satisfaction how serious organizations can benefit from them break perceived “coldness”. Results approved effectiveness marketing, they’re no longer limited “modern” businesses, rather starting encompass almost all different industries. ends set recommendations that’ll guide through trend.”