(New Generation Marketing Tool; Emoji Marketing: A Research in the Context of Consumer Attitudes Towards Emoji Advertising)

Abstract

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.