Purpose This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand emojis used. Design/methodology/approach An online survey was administered to Koreans in their 20s. Starbucks brand emojis were classified into three types: static gesture, animated gesture and a combined animated gesture and displayed word. A moderated–mediation analysis was performed to verify the research hypotheses. Gender, age, region of residence, frequency of Starbucks use and Starbucks favorability were used as control variables. Findings Animations in emojis were shown to strengthen the marketing effect. Further, combining animated prosocial gestures and displayed words had a more positive marketing effect than merely applying animated prosocial gestures. Originality/value This study closely examined the role of verbal, in the form of colloquial words, and nonverbal aspects, in the form of emojis, in the creation of positive business outcomes. Additionally, the positive marketing effect of animated emojis is discussed from a mechanistic point of view by linking research results to those in the field of neuroscience (mirroring by mirror neurons).

We sought to determine whether smart-tablet-based neurofeedback could improve executive function-including attention, working memory, and self-regulation-in children with attention problems. Forty children (10-12 years old) with attention problems, as determined by ratings on the Conners Parent Rating Scale, were assigned to either a neurofeedback group that received 16 sessions or a control group. A comprehensive test battery that assessed general intelligence, visual and auditory attention, attentional shifting, response inhibition and behavior rating scales were administered to both groups before neurofeedback training. Several neuropsychological tests were conducted at posttraining and follow-up assessment. Scores on several neuropsychological tests and parent behavior rating scales showed significant improvement in the training group but not in the controls. The improvements remained through the follow-up assessment. This study suggests that the smart-tablet-based neurofeedback training program might improve cognitive function in children with attention problems.

We analyzed empathy and relationship commitment mechanisms through emojis. We defined emojis based on theoretical reviews and neuroscientific studies as a mind reading process. Perspective taking, inner imitation, and emoji cognition were independent variables. Emotional empathy and emotional response was the mediating variable. Relationship commitment and behavioral response was the dependent variable. Analyzing the relationship between variables indicated emotional empathy and relationship commitment through emojis having positive (+) relationships with “perspective taking” and “inner imitation,” the two dimensions of mind reading (cognitive and emotional) and, among them, a stronger positive (+) relationship with inner imitation, which is simulation theory’s (ST) cognitive process. Relationship commitment through emojis was strongly related to emotional empathy as a mediating factor than being directly related to cognitive processes (perspective taking, inner imitation). Moreover, considering inner imitation’s influence being greater than perspective taking, relationship commitment through emojis is mainly caused by emotional empathy with inner imitation as a mediating factor.

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