Merchandising/Marketing/Retailing: Branding

The Effects of Emoji on Influencer Advertising and Temporal Orientation on Purchase Intentions Keywords: Influencer Advertising, Emoji, Temporal Orientation, Construal Level

Authors
  • Xiao Huang (Auburn University)
  • Mohammad Shahidul Kader
  • Seeun Kim (Auburn University)

Abstract

The present research has drawn on construal level theory examining the effect of emoji arousal level as well as its interaction effect with consumers’ temporal orientation (i.e., future-oriented or present-oriented) on their purchase intentions toward an influencer advertised product. The results of an online experimental study suggest that emoji arousal level did not influence consumers’ purchase intentions. Further, the interaction effects between emoji arousal level and consumers’ temporal orientation revealed that present-oriented consumers showed greater purchase intentions when viewing an influencer ad with emojis in low (vs. high) arousal levels, but no significant difference was found for future-oriented consumers. The findings of this study offered valuable insights into construal level theory and influencer marketing literature regarding the effects of emoji arousal levels and temporal orientation on consumers’ purchase intentions.

Keywords: construal level, Influencer advertising, Temporal orientation, Emoji

How to Cite:

Huang, X., Kader, M. & Kim, S., (2020) “The Effects of Emoji on Influencer Advertising and Temporal Orientation on Purchase Intentions Keywords: Influencer Advertising, Emoji, Temporal Orientation, Construal Level”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11948

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Published on
28 Dec 2020
Peer Reviewed