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Paralinguistic and Rhetorical Capabilities of Emojis in Marketing Communication.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Paralinguistic and Rhetorical Capabilities of Emojis in Marketing Communication./
作者:	Almaguer, Jacob Christopher.
面頁冊數:	1 online resource (141 pages)
附註:	Source: Dissertations Abstracts International, Volume: 84-03, Section: A.
Contained By:	Dissertations Abstracts International84-03A.
標題:	Rhetoric. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28967415click for full text (PQDT)
ISBN:	9798841728337

Paralinguistic and Rhetorical Capabilities of Emojis in Marketing Communication.
Almaguer, Jacob Christopher.

Paralinguistic and Rhetorical Capabilities of Emojis in Marketing Communication. - 1 online resource (141 pages)

Source: Dissertations Abstracts International, Volume: 84-03, Section: A.

Thesis (Ph.D.)--The University of Texas Rio Grande Valley, 2022.

Includes bibliographical references

Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in marketing communication. Essay 1 is a conceptual piece that examines the perpetual evolution of emoji meaning on social media through the lens of symbolic interactionism and liquid consumption. Essay 2 looks at how consumers evaluate strings of emojis and shows that emoji only communication has a negative (positive) effect on brand attitude via processing fluency (fun) when compared to the equivalent textual translation. Essay 3 focuses on emojis as partial substitutes for promotions on social media (e.g., "buy one get one" becomes "buy ☝ get ☝). This essay demonstrates the positive effect of gesture emojis on promotion evaluation via heightened processing fluency, when compared to object emojis. However, when the message includes haptic imagery, processing fluency and promotion evaluation are similar for gesture and object emojis. Overall, this dissertation explores the paralinguistic and rhetorical potential of emojis in marketing communication and provides insights to marketers that use emojis on social media.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798841728337Subjects--Topical Terms:

516647
Rhetoric.
Subjects--Index Terms:

EmojisIndex Terms--Genre/Form:

542853
Electronic books.

Paralinguistic and Rhetorical Capabilities of Emojis in Marketing Communication.
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