文章基本信息

标题：New Generation Marketing Tool;Emoji Marketing: A Research in the Context of Consumer Attitudes Towards Emoji Advertising
其他标题：Yeni Nesil Pazarlama Aracı;Emoji Pazarlama: Emoji Kullanılan Reklamlara İlişkin Tüketici Tutumları Bağlamında Bir Araştırma
本地全文：下载
作者：Esen ŞAHİN ; Uğur ERDOĞAN
期刊名称：İşletme Araştırmaları Dergisi
印刷版ISSN：1309-0712
出版年度：2019
卷号：11
期号：3
DOI：10.20491/isarder.2019.719
语种：English
出版社：Isarder
摘要：Purpose – Building strong and strong communication bridges between the brand and the customer is a must for success. Brands seeking to build strong relationships with their customers are looking for new ways to deliver their message to the target audience more effectively. In recent years,brands have started to communicate with their customers in a different way. Businesses tend to use emojis which are frequently used in communication in daily life in marketing activities. This trend led to the concept of o emoji marketing. Within the scope of the study,it is aimed to observe the perception of emojis on customers and the reflection of the use of emojis on consumers in marketing communication and their effects on consumption decisions. Design/methodology/approach – A questionnaire was applied to reveal the perception of emojis in consumers and to observe the effect of emojis in the purchasing process of consumers. In the scope of the research,female-male comparison was made in the context of consumer attitudes. Findings – According to the results of the research;It has been observed that individuals use emojis quite often in mobile communication processes and they pay more attention to brands that use emojis in their advertising campaigns. Discussion – Emoji marketing can be compared with different samples. New dimensions can be added to the study model. In addition to these,differentiation based on sectoral and goods and services can be evaluated with emoji marketing perspective.
其他摘要：Amaç – Marka ve müşteri arasında sağlam ve güçlü iletişim köprüleri kurmak başarı için bir zorunluluktur. Müşterileriyle güçlü ilişkiler kurmak isteyen markalar mesajlarını daha etkili bir şekilde hedef kitleye ulaştırmak için yeni yollar araştırmaktadırl
关键词：Emoji;Emoji marketing;Advertisement;Brand
其他关键词：Emoji;Emoji pazarlama;Reklam;Tüketici tutumu