Emotional Expressions and Brand Status

Lee, Jeffrey K.

doi:10.1177/00222437211037340

Cited by 31 publications

(15 citation statements)

References 90 publications

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“…(2018), who agree on the descriptive and engaging power of visual contents. Also, the study has revealed how group communication has a positive effect (H2) on the attention of the stakeholders due to the authority and the greater soundness that can be achieved by involving the brand and the referencing group (Lee, 2021). Subsequently, the study does not verify the third hypothesis and highlights how the disclosure of innovation-related topics has a positive impact on favorites and retweets number but assumes an adverse effect on the comments.…”

Section: Discussionmentioning

confidence: 99%

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

Iazzi

Ligorio

Iaia

2022

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PurposeA model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the levels of stakeholders' interactions in controversial and non-controversial European industries through three Poisson regressions. At last, an ANOVA test has been used to check the level of interaction regarding the coronavirus disease 2019 (COVID-19)-related aspects.Design/methodology/approachThe intrinsic characteristics of controversial industries cause the stakeholders’ skepticism about their corporate social responsibility (CSR) strategies. This results in the need to elaborate proper involvement strategies to approach industries' stakeholders. Such need has assumed relevance during the COVID-19 crisis and has traced a certain border between the companies that are more sensitive to the social side of the surrounding environment and the ones that are less involved in risky sectors. The present paper aims to understand the role of social media in stakeholder engagement, and social media's characteristics, and tries to elaborate on companies' CSR communication readiness to the challenges shown by the pandemic.FindingsThe study reveals how the success of stakeholder engagement in CSR communication is affected by both controversial sector membership and the characteristics of the posts such as the inclusion of the sustainable development goals (SDGs). In addition, the study emerges how the European companies have focused on social aspects in companies' communication, revealing a certain readiness for the COVID-19 challenges.Practical implicationsBuilding on a model of cognitive elements of engagement, the present study provides useful insights for companies' next engagement strategies on social media. Moreover, the thematic analysis provides a benchmark for the improvement of current corporations' communication strategies in light of the pandemic effects.Originality/valueThis paper contributes to the literature by investigating the role of Twitter as a stakeholder engagement tool and identifies the drivers for an effective Twitter content strategy. Moreover, the paper provides a useful proxy for current and future research on the COVID-19-related CSR communication.

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Section: Discussionmentioning

confidence: 99%

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

Iazzi

Ligorio

Iaia

2022

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“…A total of 44.3 % of UK-based internet users were active on Twitter in January 2021 ( Kemp, 2021 ). Thus, in line with prior brand-related social media research (e.g., Borah et al, 2020 , Golmohammadi et al, 2021 , Lee, 2021 , Rust et al, 2021 ), Twitter was used as a data source for this study ( Boegershausen et al, 2022 ). Approximately 327,205 tweets were extracted that matched the search criteria (described in detail below) using the social listening tool Pulsar TRAC ( https://www.pulsarplatform.com ).…”

Section: Methodsmentioning

confidence: 99%

Service failures in times of crisis: An analysis of eWOM emotionality

Gerrath

Mafael

Ulqinaku

et al. 2023

Journal of Business Research

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“…We show that the persuasive effects of facial emojis are not restricted to consumer-consumer interactions but also occur when brands use facial emojis in social media interactions and digital advertising. Thus, we contribute to the recent literature (Lee, 2021) by showing that brands can use similar language, specifically facial emojis, to communicate persuasively with consumers in online interactions.…”

Section: Introductionmentioning

confidence: 91%

Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth

Maiberger

Schindler

Koschate‐Fischer

2023

J. of the Acad. Mark. Sci.

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Facial emojis have increasingly permeated electronic word of mouth (eWOM), but the persuasive consequences of this phenomenon remain unclear. Drawing on emotions as social information (EASI) theory, this research reveals that facial emojis influence persuasion (e.g., product choice) by affecting emotional arousal and perceived ambiguity. While the effect through emotional arousal is generally positive, the effect through ambiguity depends on the emojis’ function in eWOM: facial emojis that replace a verbal expression increase ambiguity and therefore reduce persuasion, whereas those that reiterate a verbal expression decrease ambiguity and therefore enhance persuasion. Both the emotional-arousal and ambiguity pathways determine the net persuasive effect. This research also explores two situations (high verbal context richness and eWOM from strong ties) where replacing facial emojis can increase persuasion. Finally, the authors show that facial emojis’ persuasive power is generalizable to online brand communications, influencing key management outcomes such as click-through rates for digital ads.

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Emotional Expressions and Brand Status

Cited by 31 publications

References 90 publications

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

Were we prepared to face a pandemic? Exploring companies' CSR disclosure on social media before COVID-19 outbreak

Service failures in times of crisis: An analysis of eWOM emotionality

Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth

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