From the Emoji to the Conversion: Looking Behind Consumers’ Reactions Online

Published: 29 October 2021| Version 1 | DOI: 10.17632/7thwn6rxbd.1
Contributor:
Dušan Mladenović

Description

We have used this dataset to measure the interplay between exposure to emoji on one side and positive affect, purchase intent, campaign effectiveness, click-through rate (CTR), and return on advertisement spent (ROAS). The dataset consists of two studies whereby study I is based on the self-administered survey, while the follow-up study has an experimental 2x2 between-subjects design. Additionally, we observed gender differences in terms of emoji exposure and purchase intent.

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Institutions

Masarykova univerzita

Categories

Advertising, Consumer Behavior, Online Interaction, Advertising Effectiveness, Consumer Intention, Intention-Behavior Link, Facebook

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