Engaging consumers in mobile instant messaging: the role of cute branded emoticons

Abstract

Purpose With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept. Design/methodology/approach Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data. Findings Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps. Originality/value The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation

“…In this study, the term playfulness refers to the essence of play accompanied by positive experiences using SNSs [5]. Perceived playfulness is found to influence consumers' behavioral intentions in various contexts, such as online games [31] and SNS channels [43]. Hsieh and Tseng [5] also found that using both text messages and emoticons in mobile instant messaging can increase information richness and is positively connected to a person's perceived playfulness.…”

“…Thus, purchasing emojis is a unique consumption practice for consumers who choose to show their individuality. Thus, the purchasing of emojis helps satisfy consumers' needs for uniqueness [31]. Based on the results of these studies, it is inferred that the level of need for uniqueness in an individual is closely related to the intention to purchase emojis.…”

“…Relatedly, it is claimed that brand marketers should design tools to trigger consumers' desire to express their individuality through personal profile descriptions [30]. In addition, it has been asserted that emoticons can support a favorable social image and serve as a means of self-presentation [31].…”

“…Consumers are motivated to present an ideal image of themselves [34]. For example, it was found that the cuteness of branded emoticons conveys a sense of playfulness, which creates a favorable social image to others [31]. Despite different products or services, it is suggested that symbolic value functions as a more powerful motivation to make a purchase decision than other essential factors such as product quality and/or price [41].…”

“…In general, online users are provided with greater freedom to differentiate themselves by expressing their uniqueness through digital associations on the online platform [46]. Thus, the purchase of branded emojis allows SNS users to be associated with the embedded meaning of the brand and the symbolic meanings conveyed through emoji graphics [31,46]. Thus, purchasing emojis is a unique consumption practice for consumers who choose to show their individuality.…”