With or without Emoji? Perceptions about Emoji Use in Different Brand-Consumer Communication Contexts

Brands are increasingly using emoji in their computer-mediated communication (CMC). However, research on how consumers perceive such use, and the determinants of those perceptions, is scarce results may be inconsistent. In a cross-sectional study ( N = 540 ) we examined appropriate participants considered to use by brands, across five brand-consumer contexts. We additionally whether these perceptions were determined demographic individual variables (e.g., gender frequency use), as well views about written CMC. Overall, toward brands depended context, with considering more for when publicizing social media less making callbacks defective products. Results further showed that favorable among younger who used frequently, but also useful formal. These findings contribute CMC field highlighting shaped, while informing can enhance consumers.