The role of personality traits and engagement factors towards the use of paid stickers in personal communication messages

Abstract

Background: The research investigated the personality traits and engagement factors that influence the use of paid stickers in personal communication. The study was driven by the increasing significance of stickers such as emoticons and emojis in online dialogues. The study was hinged on the Theory of the big five personality traits; neuroticism, extraversion, openness to experience, agreeableness and conscientiousness. The study tested seven hypotheses to ascertain the effect of personality traits and engagement factors towards the utilization of paid stickers in personal communication. Methods: The research applied the quantitative survey research design, where primary data was collected from respondents that had experience in using emojis and emoticons in their communications. The data was collected from respondents in Bangkok, Thailand using a structured questionnaire between May 14, 2022, and May 31, 2022. Results: The results from 391 respondents indicated that conscientiousness, extraversion, openness, and neuroticism influence perceived enjoyment, while perceived enjoyment and perceived ease of use have a significant and positive influence on the intention to use paid stickers. Two elements of engagement, interactive engagement, and personal engagement were used to assess the influence of engagement parameters on the behavioral intention to use paid stickers. The intention to employ paid stickers in personal messages was found to be strongly and favorably influenced by these two engagement characteristics. Conclusions: The study recommends that the creators of stickers, emoticons, and emojis should consider user personality features, sticker engagement, sticker simplicity of use, and the personal delight of users in the creative and communication process. The study concludes that perceived enjoyment and perceived ease of use have a large and favorable impact on the use of paid stickers. The study's main limitation was that it focused on one area of social media. This must be taken into account when applying the findings.

Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

“…Second, this study also extends prior research on the TAM, which was developed as an instrument to determine information technology acceptance, to explain young consumers' voluntary usage of emojis in digital marketing platforms (Purwanto et al, 2020;Kang et al, 2022;Sawmong, 2022). Unlike the traditional TAM, this study considered emoji usage in digital marketing communications by integrating involvement, trust, perceived usefulness, perceived ease of use, customer engagement, and intention to purchase, thus extending the TAM.…”

“…intention to purchase. Kang et al (2022) and Sawmong (2022) indicate that stickers, which consist of emojis and emoticons, can be used as effective marketing communication tools. Both of these studies confirm that purchase or behavioral intentions were positively influenced by perceived ease of use due to the use of emojis and emoticons (in the form of stickers).…”

“…The TAM has been adapted to fit a wide variety of technology acceptance studies; additional variables were introduced to help enhance its predictive power (Purwanto et al, 2020;Ngubelanga and Duffett, 2021;Al-Gasawneh et al, 2022;Leso and Cortimiglia, 2022). However, few studies consider the influence of emojis in digital marketing communications on customer engagement and intention to purchase among Gen Z from a TAM perspective (Al-Maroof et al, 2019;Jung et al, 2021;Kang et al, 2022;Sawmong, 2022). Naidu (2022) investigated how emojis used on social media platforms and in other kinds of electronic communication may involve actionable false and misleading content, and together with Hao (2020), they suggest more research on whether the usage of emojis in digital marketing communications yields favorable outcomes.…”

“…As a result, marketing campaigns that include emojis have rapidly grown, and organizations have received constructive results from marketing campaigns that involve emojis. Placing emojis in digital communications tends to increase engagement, simplify marketing messages, humanize brand voices, and increase purchase intentions (Li et al , 2019; Lee et al , 2021; Sawmong, 2022; Mladenović et al , 2023; Orazi et al , 2023; Wang et al , 2023). Accordingly, the research opined that it is important to further investigate the influence of emojis when used in marketing communications by brands, which are aimed at gaining customer engagement and the intention to purchase from their targeted market among young consumers, such as the Generation Z (Gen Z) cohort.…”

Community startup businesses: the impact of big five personality traits and social media technology acceptance on group buying leaders

“…The extroversion personality trait is found to have a positive correlation with the perceived usefulness of social media applications (Golbeck et al ., 2011). Consumers with the openness personality trait are also found to have the tendency to use social media tools such as stickers and this personality trait is positively correlated with perceived usefulness (Sawmong, 2022). Subsequently, different personality traits could influence individuals’ behavior, including the perceived ease of use and usefulness of social media.…”